Rapid delivery service Gopuff has launched an in-house advertising platform powered by custom-build AI and machine learning (ML) models which draw on ten years of historical customer data.

Gopuff said the platform takes into account factors such as each customer’s shopping behaviour, the time of day, localised product popularity and around 1,000 other data points to find the most relevant product and advert for the individual.

Since launching the platform, Gopuff said it has seen a 50 per cent higher relevance score, which has helped drive a 25 per cent increase in click-through-rates and a 24 per cent increase in conversion.

Additionally, Gopuff said companies using the platform are seeing a 30 per cent lower cost-per-click on average.

Gopuff currently serves customers from its e-commerce platform in more than 20 cities in the UK, with the company experienced “sustained growth” across Europe.

“At Gopuff, we believe everyone wins when we match the right advertiser to the right customer at the right time — it’s what makes ad placements feel like content," said Daniel Folkman, SVP of business at Gopuff. “With the new Gopuff Ads Platform, brands can easily reach shoppers with the most relevant content to create authentic experiences and inspire customers to engage.”

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