Goal optimization model 3.5
Zurla Northstar 3.5
Name the goal. It finds the route.
A frontier goal optimization model, built for advertising. Brand or performance, say the campaign’s goal in plain words. It weighs every metric, from viewability to return on ad spend, reads how people respond and decides on every impression in under 1 ms.
On course · checked every hour
Illustrative data · fictional brands
What it does
Brand or performance.
It weighs every metric.
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Brand goals
Reach, frequency, viewability, attention and completed views. Ask for 70% of ads in view, and every impression is weighed against it.
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Performance flows
The whole flow, from impression to click, visit, sign-up, install and purchase. It aims for the outcome, at the cost per outcome or return on ad spend you set.
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Behavioral analysis
It reads how people respond: time in view, scroll, watch time, taps and what happens after the click. Always inside each person’s privacy choices.
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Decides in under 1 ms
It decides on each impression in under 1 ms, so every bid in every auction moves the campaign toward its goal.
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Keeps you on course
Each change is tested on a share of traffic first. It checks progress every hour, so you always know when you’ll arrive.
At work
Say where you want to go.
See the route.
Set a campaign’s goal in one sentence. Zurla Northstar 3.5 turns it into a route you can read, step by step, weighs every impression against it and reports every result in plain words.
Illustrative data · fictional brands
Where it works
Any campaign,
any business.
Brand or performance, say the goal the way the campaign is measured. It works out the route for the way you buy or sell ads.
- AgenciesCalderwick Brand and performance goals for every client: reach with ads in view for Velstead Motors’ launch, online orders at a set return on ad spend for Tidebolt. Each campaign is paced toward its own goal.
- Real-time biddingOrrinth Exchange Every campaign on your platform bids toward its own goal, brand or performance. Each impression is decided in under 1 ms, inside the auction.
- PublishersPellbrook Media Campaigns on your pages reach their goals: seen, watched to the end, clicked. On Zurla’s SDK or in your Prebid setup, each ad goes where it delivers, so buyers come back.
- App developersBrindle Blocks by Sorrelby Games Campaigns in your app reach their goals too: through Zurla’s SDK, each ad shows where players see it and finish it. Rewarded ads stay opt-in.
Safety and control
Ambitious goals.
Careful steps.
Zurla Northstar 3.5 moves real budgets toward your goals. So every step is tested first, every limit you set holds, and you approve what it may change.
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Tested first
Every step on the route runs on a share of traffic, against a control group, before it rolls out.
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You approve
Choose what it may change on its own and what waits for your OK. Every change comes with a note, and undo is one click.
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Your limits
Limits are part of the goal: budget caps, frequency caps, viewability floors, a return on ad spend and each brand’s rules hold the whole way.
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Privacy and consent
Behavioral analysis works inside each person’s choices: IAB TCF v2.3 in Europe and the UK, GPP for US state privacy choices.
Zurla Northstar 3.5
Specs
- Type
- Goal optimization model
- Goals
- Brand: reach, frequency, viewability, attention, completed views. Performance: clicks, visits, sign-ups, installs, purchases, cost per outcome, return on ad spend
- Reads
- The campaign’s goal in plain words, in chat with Zurla, with its date and limits; live results from every auction; how people respond to each ad
- Gives
- A route of planned changes, a decision on every impression, tests on a share of traffic, rollouts, hourly progress and an arrival forecast
- Rhythm
- Each impression decided in under 1 ms; progress checked every hour
- Works with
- Zurla Swarm 2.1 and Zurla Vision 2.4
- In Products
- Northstar, goals not settings, is built on Zurla Northstar 3.5
The Zurla model family
Three models.
One Zurla.
Each model does one job, and they work as one. Zurla Vision 2.4 sees the content, Zurla Northstar 3.5 sets the course, and Zurla Swarm 2.1 talks with you and acts in every auction.
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Large language model
Zurla Swarm 2.1
Reads advertising like language, answers in plain words and runs the AI agents in every auction.
Meet Zurla Swarm 2.1
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Vision model
Zurla Vision 2.4
Looks at pages, images, video, app screens and ads, and classifies them so every ad lands in the right place.
Meet Zurla Vision 2.4
Goal optimization model
Zurla Northstar 3.5
Turns a brand or performance goal into a route, decides on every impression in under 1 ms and keeps you on course.
You’re here
Name your goal.
Book a demo, tell us the campaign’s goal, and see the route Zurla Northstar 3.5 finds.