Prosper Launches 'Model Factory'

In Worthington, Ohio, Prosper Insights & Analytics has launched a new AWS based audience creation platform, the Prosper Model Factory.

Prosper provides first party anonymous consumer intent data for the financial services, marketing technology, retail and marketing industries, giving 'global authoritative market information on US and China consumers'. The firm says the new release is the result of 8 years of research and development and has been tested and validated by Dr. Martin Block of The Medill School at Northwestern, whose work indicates that 'highly accurate audience models can be developed without using PII in any part of the process, thus eliminating the need for cookie-based models'.

The launch combines Prosper's proprietary and predictive consumer data with the AWS SageMaker advanced analytic development platform, allowing users of the latter to aggregate their own first party data with Prosper information in a 'virtual clean room'.

Marketers can choose between developing their own bespoke models or using a library of hundreds available off the Factory shelf - with categories including Health Care, Retail Behaviors, Automotive, Lifestyle, Financial Services and Beverages. Prosper says it will add 'hundreds of new models every month'.

CEO Gary Drenik (pictured) comments: 'In the post privacy world of GDPR and imminent CCPA, cookies enabled impressions are quickly becoming toxic for marketers... Prosper's new Model Factory service benefits both marketers and consumers. Marketers can develop accurate models while respecting consumers' privacy. Marketers can now ditch toxic cookies and develop accurate 100% privacy compliant models that never include any PII at any point of their development'.

EVP Phil Rist says an 'almost unlimited number of analytic models for audience activation or forecasting can be customized or off the shelf available from Prosper', opening up 'a new world of model creation for those who are able to see the future'.

Web site: www.prospermodelfactory.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.