LoopMe’s 9th patent recognizes real-time AI control groups for brand lift measurement
The latest patent in LoopMe’s ever-expanding IP portfolio covers RISA (Residual Index Selection Algorithm), the AI behind the real-time control groups used in LoopMe’s brand lift measurement.
Released in 2022, RISA builds statistically robust control groups from non-incentivized mobile users, matching each exposed profile with an unexposed one that shares 50+ characteristics. The two groups are built in parallel: RISA adds matched profiles in real time with each new exposure, so the composition of the two groups remains comparable, rather than drifting apart, as pre-determined control groups might do. The result is a level of accuracy that allows LoopMe to measure the effectiveness of media campaigns reliably, a standard that panel-based methodologies would struggle to match.
With this addition, filed under the name ‘Apparatus and Method for Forming a Control Group’, LoopMe’s patent count now stands at nine allowed, with a further eight pending.
As LoopMe’s portfolio continues to grow, with patents also recently secured for the Intelligent Marketplace throttler as well as the technology connecting supply and demand in programmatic auctions, it’s clear that LoopMe’s approach to adtech is genuinely innovative.
The patent is the first for LoopMe AVP Data Science Yuliia Loktionova, who comments: “Most incrementality measurement establishes a control group at launch and assumes it still matches the exposed group at close. RISA removes that blind spot, so the outcomes we report are built on statistical rigor from start to finish. Building an algorithm that self-corrects for statistical drift in real time is one of the more interesting problems I’ve tackled, and it’s incredibly rewarding to see this work formally acknowledged.”
LoopMe’s Chief Data Scientist Dr. Leonard Newnham concludes: “Every patent we secure is a testament to LoopMe’s long-term investment in AI and proof that our solutions are truly unique. This one means even more because of who’s behind it: Yuliia has built an impressive track record, with five patent applications and counting.”