The proprietary emuse^® Ad Decisioning System (ADS) has been developed to manage extremely high-volumes of real time ad placement decisions. Typically the emuse ADS receives a client request for the placement of a dynamic ad, retrieves the appropriate ad on the basis of a range of targeting criteria and matching rules and then responds to the client by providing a matched ad. The emuse ADS is already fully integrated into the emuse Raven Advertising and Content Management System which can them manage all aspects of deploying and reporting on matched ads across multiple digital platforms concurrently.

The generic categories of targeting criteria which are user configurable within the emuse ADS are detailed below. In addition, the emuse ADS can also be integrated with internal client or third party systems to create further bespoke targeting criteria.

	Temporal (e.g. month, day, day part, time, selected specific dates)
	Geographic and Demographic (e.g. location, gender, age range, socio-economic group)
	Behavioural (e.g. viewing preferences, prior behaviour)
	Contextual (e.g. genre of content being viewed)
	Technographic (e.g. HD/SD, type of viewing device)
	Direct Matching (e.g. tied or excluded contents)

In addition to the targeting criteria, the emuse ADS also maintains a continual record of all ad and campaign activity. This allows the emuse ADS to filter each matched ad against further attributes which are either passed or a new matched ad is requested from the emuse ADS in real time. These matching rules include:

	Campaign Objectives (e.g. Flight Dates, Activity Status)
	Budgeting and Costing Models (e.g. CPM, CPC, CPA or some combination of these)
	Ad Compatibility (e.g. 100 x 200 Banner, Skyscraper, Pre-Roll)
	Ad Fatigue (e.g. Frequency Capping, Ad Rotation)
	Prioritization (e.g. Revenue, Campaign Objectives, Manual Weight)
	Adjacency and Exclusion (e.g. by Brand, Product Type)

Finally, although clients require a highly targeted and addressable ad placement decision to be made in real-time, they also require the emuse ADS to resolve the placement based on the potential of the ad decision to maximise the revenue given the type of cost model (e.g. a CPM model).

The emuse ADS currently supports ad decisioning for television platform operators (especially on IPTV and Mediaroom but also on Direct-to-Home and Digital Cable platforms) as well as for online publishers and particularly for mobile operators.