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Advertising agencies are awash in data, but interpreting that data for media planning and execution is hard. Making sense of the data is a time-consuming process involving multiple work streams and many people, and it relies on specialized data teams that are matrixed across the different segments of agency activity.
Until now.
Introducing Agency Data LLM (AD LLM), the first large language model tailored specifically for advertising analytics. Akkio’s AD LLM system enables agencies to effortlessly chat with their campaign data in natural language to build audiences, create visualizations and uncover insights — resulting in better client outcomes.
Because it empowers the whole agency to harness data more effectively, AD LLM is a process game-changer. A recent Ad Age article explained that the new system “effectively works by turning each agency worker into a data scientist.” Now anyone in the organization can work independently with data using natural language. That’s faster, more efficient, and more collaborative.
Our vision is to empower everybody in an agency to understand what their data says, to make better decisions based on that data, to understand how their decisions impact outcomes, and to iterate on those decisions faster. When people can get their questions answered in minutes, it frees up data teams to focus on the really high-value questions.
Akkio’s chat interface gives the whole agency access to AD LMM. This means everyone at an agency can ask questions about audience building, click-through rates, return on ad spend, and other information gathered during campaigns.
Because the system was trained on agency analytics questions, it can accurately interpret what any team member is looking for and generate accurate responses — even when operating on large and complex datasets. Generic LLMs can give only generic results. AD LLM is fine-tuned for advertising data, context, and tone.
Traditionally, agencies seek insights from voluminous campaign data by submitting requests to a data team, often via a ticketing system. Then comes the wait while the data team does its analysis and generates an answer. Sometimes the request is interpreted differently than intended, and sometimes the data team’s answer inspires new questions. In both cases, the whole process starts again.
With less time spent on this cumbersome process, teams can focus on strategy, planning, and execution — that is, the stuff that matters most in securing and retaining clients.
Akkio’s AD LLM performs better than other LMM data tools due to its proprietary Retrieval-Augmented Generation (RAG) architecture. This innovative framework integrates large language models, vector databases, prompt engineering, and sophisticated query parsing, which permits fast and accurate responses across multiple tables.
When benchmarked against ChatGPT 4o, AD LLM delivered more accurate and informative answers 80% of the time. It was quicker, too: Akkio’s AD LLM system responded to agency-tailored chat prompts 13.7 times faster than ChatGPT, showcasing its efficiency in high-demand scenarios.
We’ve used LLMs to enable less technical people to perform data-driven tasks for years, since before ChatGPT was born. Akkio’s work with so many people who use data for media planning and execution — over 100,000 and counting — enabled us to build an LLM system that knows the nuances and unique needs of this competitive environment.
AD LLM understands agencies’ unique metrics, data structures, and business questions. This specialization allows AD LLM to provide accurate, relevant, and actionable insights.
Large agencies can deploy Akkio directly in their infrastructure, so the data never leaves their control. When deployed within an agency's environment, Akkio can take advantage of the variety of computational options available to optimize query speed. For instance, teams using the Snowflake Data Cloud have praised Akkio’s ability to take advantage of Snowpark to query huge data quickly.
We give agencies options. Whether you prefer the convenience and scalability of Akkio’s shared cloud platform or the enhanced security and customization of a private infrastructure, Akkio tools optimize campaigns and drive better client outcomes.
The AD LLM can learn the agency’s specific data and context. This means agencies can use their own metadata to align Akkio with their unique data calculations, metric definitions, and naming conventions.
By tailoring the AD LLM to the agency’s precise requirements, the data-driven insights are more accurate and relevant to its business context.
Discover how Akkio can improve your media planning, audience creation and campaign optimization to drive better client outcomes. Sign up today at akkio.com to learn more and change the way your agency explores ad data.