Perengo launches DSP optimized for recruitment ads

Job recruitment ads have their own special needs, so this week Perengo is out with a demand-side platform (DSP) specialized for that purpose.

Founded in 2015 by veterans of Criteo and Google AdMob, the San Francisco-based firm had been offering a managed services solution for recruitment ad campaigns. It’s now been implemented as a self-service DSP that automates campaign management, inventory selection and performance feedback for optimization.

This is the “only DSP focused solely on job ads, that is fully automated,” CEO and founder Mike Kofi Okyere told me. Although his company doesn’t yet have stats on how much more effective this jobs-oriented DSP is than generalized DSPs or manually managed efforts, he said that clients — which include FedEx, Lyft and PostMates — are reporting dramatic reductions in the time required to conduct ad campaigns for this purpose.

After the campaign setup, he said, everything else is automated. The setup includes the job ad text, time and length of placement, geolocation and metrics, with placement available on job boards, in banner ads, via SMS messaging and other channels. Currently, the focus is on blue-collar jobs, like truck drivers or warehouse workers. Here’s a sample screen:

Other programmatic solutions for recruiters are rule-based, Okyere said, such as pausing the campaign when a certain budget level is reached. By contrast, he said, the Perengo DSP is “true programmatic,” with a holistic strategy that constantly tweaks a variety of factors as the platform tries to achieve optimization.

Perengo is integrated with applicant tracking systems, used by recruiters to manage the application data and progress of job applicants.

This allows the Perengo DSP to know which job titles, keywords and other ad factors successfully resulted in hires, Okyere said, so the text-heavy ads can be refined for language. But, while the tracking system obviously retains all the applicants’ personal data, Perengo only sees aggregate data, as well as an anonymized ID for each applicant that follows the stage of the hiring process.

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About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.