OpenUp's unique algorithm RIOTx allows brands and publishers to increase purchase intent. OpenUp was part of 500 Startups Batch 22 and is part of the 22X Fund portfolio

1. Brought to you by
OPTIMIZE YOUR AD CAMPAIGNS WITH MACHINE LEARNING

2. RIOT uses machine learning to optimize advertising
We do this by dynamically changing messaging, images and context
to determine how to positively influence the consumer purchase
cycle.
With RIOT brands can test hundreds of messages, creative and
contextual placement to determine the best combination for success.
RIOT: READER INTENT OVER TIME

3. RIOT visualizes the
consumer
purchase path to
determine the right
combination of
creative,
messaging and
context that will
help increase user
intent.
VISUAL USERFACE

4. Shows the kind of content
ad is shown against
What creative +
messaging has been
placed against ad
Segment audience
based on most
optimized purchase path
VISUAL USERFACE

5. The RIOT Score
incorporates
context/content,
creative and
engagement to
rate the
effectiveness of
each ad on a 1 to
10 scale
EFFECTIVENESS RATINGS

6. Once RIOT has
an algorithm for
GM, we can
deliver multiple
creatives to test
and optimize in
real-time
CREATIVE ALGORITHMS

7. AD
PUBLISHER
SEARCH
ECOMMERCE
COUPON
TIME
USERPURCHASEJOURNEY
Why RIOT works - an
algorithm that breaks
down individual user
purchase journeys to
understand the impact
of advertising and
creative
We have spent over 2
years building our own
machine learning
training data set that
looks at ever click an
individual makes on
desktop and mobile
browser with the goal of
identifying the exact
time in the purchase
journey for someone to
see an ad.
INTENT-DRIVEN ALGORITHMS
$
PUBLISHER
AD
OFFER

8. We partner with data
providers to improve
machine learning
This helps us build
stronger audience
segments and improve
ad performance Single
user
PARTNERING WITH DATA PROVIDERS
SOCIAL
MOBILE
SURVEY
BROWSING
HISTORY
LOCATION

9. A custom machine learning model to optimize campaigns
‣Know what creative to place where in the path
‣Gather data on users to create better audience segments
‣Test messaging and creative at larger scale

10. THE RIOT TEAM
Ashwini Anburajan, Founder & CEO
Ashwini was an early employee at BuzzFeed where she grew their data network,
tracking the reading habits of 500 million people over 250 publishers and releasing
data products and research. She started her career as a journalist for NBC News and
has worked for Hearst, USA Today and AOL.
Brian Davis, CTO
Brian was an early Pandora engineer working exclusively for the Pandora Creative Team,
after helping Pandora go public, he founded his own business helping to create Machine
Learning for US Military Intelligence.

11. RIOT INVESTORS, CLIENTS AND PARTNERS
Institutions and Angel Investors From
Clients