what we do



Helix unifies Machine’s proprietary M.L. and A.I. tools, with over 150 external advertising platforms (DSP’s, Ad Networks, Social) into a single end-to-end campaign terminal, creating an efficient and holistic view of the mobile advertising ecosystem.

Specifically designed for the mobile performance market; Helix makes it possible to manage campaigns across the entire advertising supply chain. Replacing vast amounts of manual workflow with automated machine learning processes, creating total operational efficiency, advanced real-time ad-fraud protection, sophisticated performance optimisations and complete campaign control.

How it Works

Pre-campaign: Helix auto-generates Machine campaign tags (M-Tags) which contain proprietary monitoring tools, enhancing campaign data. Advertisers can set their own specific optimisation rules to black and whitelist publishers or dispute installs, selecting from hundreds of data combinations such as install rate, time to install and conversion rate metrics. Then, with over 150 delivery platforms to choose from, Helix automatically sends the M-Tag to the selected technologies.

During the campaign: In real-time, the Machine algorithms learn from the data provided by the monitoring tools, and dynamically scales-up delivery on publishers that are driving the best results, reducing or eliminating those which are not. Simultaneously, Machine’s quality control makes milliseconds decisions on users; approving those which are human and rejecting fraudulent activity. Rejected “users” are blocked before the campaign is impacted, preventing huge amounts of post-campaign analysis and wrongful attribution. If the advertiser's optimisation rules are broken, these sub-publishers will also be blocked from the campaign in real-time.

Results: By managing the mobile advertising supply chain with Helix, clients gain exceptional market advantages; increasing supply quality and performance, campaign intelligence and transparency, operational efficiencies and ultimately, superior ROI.

Helix is available as a self-serve platform (SaaS) or via the DNA service. For more information, please contact us, click here.

Helix is integrated with over 150 of the worlds leading mobile advertising technologies and only the highest quality inventory sources.

Analysing and displaying campaign data every 5 seconds, Helix executes advanced and powerful campaign optimisations.

With sophisticated ad-fraud detection tools, Helix continually protects clients investment, delivering market-leading performance.



A highly skilled team of data-driven, mobile specific, media traders: operating the helix platform on-behalf of clients.

Helix removes the technical and operational constraints of managing a mobile advertising campaign. This allows the DNA team to effectively use a varying combination of technologies to generate hundreds of real-time campaign strategies, maintain peak performance and stay one step ahead of poor quality supply sources. With a technology proficient team and advanced scientific processes applied, the DNA service consistently delivers high-quality results for clients.

The DNA service offers the next generation of business models; which are more relevant in today’s market. Most commercial models conflict with the advertisers’ goals; based on media spending volumes, consequently leaving little motivation to improve quality and reduce budget wastage. Machine provides clients with transparency and honest expertise, ensuring that results are achieved and a professional client service is delivered.

The DNA service provides clients with some of the most experienced mobile advertising professionals in the industry.

dna models


Advanced Trading and Management

  • Supply planning and buying
  • Full campaign management and analysis
  • Bespoke real-time optimisations
  • 24/7 machine learning media auditing
  • Real-time ad fraud protection
  • Data-driven mobile media strategies
  • Full transparency: rates and technologies
  • Minimum commitment: Yes
  • Helix license: Yes


Advanced Management

  • Client provides supplier and media plan
  • Full campaign management and analysis
  • Bespoke real-time optimisations
  • 24/7 machine learning media auditing
  • Real-time ad fraud protection
  • Full transparency of rates and technology
  • Minimum commitment: Yes
  • Helix license: Yes


Media Audit Consultation

  • Deep dive supply-chain analysis (historical and current)
  • 24/7 machine learning media auditing
  • Evidence based findings report
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