When Facebook?s algorithm zeroes in on user segments that deliver the best performance for a campaign, the impression rate can quickly accelerate, meaning these users may be seeing the same ad over and over again. Refuel4 hopes to address this challenge by pairing designers with campaign briefs and insights based on machine learning so that multiple versions can be quickly deployed. 

?One choke point that is emerging in digital advertising is how efficient programmatic ads can be,? said Vernon Vasu, co-founder and chief marketing officer at Refuel4. ?On Facebook, when you set up a campaign, it is sometimes only a matter of hours before the Facebook algorithm has zeroed in on the target segments that issue the best performance and the impression rate really accelerates. 

?The human response when something pops up more often in a newsfeed is you ignore it or click on it to say you want fewer ads,? he said. Their efficiency is, in a way, choking performance.?

Facebook advertising has become an important part of the marketing strategy for many brands. However, no marketer wants to risk finding a receptive audience for its messaging only to turn off these consumers by inundating them with the same ad. 

The way to address the problem, per Refuel4, is with multiple versions of campaign creative. 

For example, a campaign to launch a new car model could be consist of dozens of ads using every conceivable color against a variety of backdrops that also swaps in different copy lines and different talent. 

?By introducing all these different versions, the ads behave as if they are new,? Mr. Vasu said. ?Consumers haven?t seen them before.?

As neither creative agencies nor media agencies are set up to create multiple versions of the same creative, Refuel4 is looking to fill this need. 

Refuel4 calls itself an ad development creative platform. It uses a pay-per-performance model and boasts a community of more than 10,000 designers worldwide. 

Advertisers submit a brief and the platform?s designers create different versions of existing creative. The company likens its approach to the shared-economy model used by Uber and Airbnb. 

Refuel4 is already working with a number of agencies and brands, including Spotify and PayPal. 

Mobile classifieds app 5Miles drove 11 thousand mobile app installs with ads produced through Refuel4. 

PayPal, looking to put Indian shoppers fears about online shopping to rest with an improved buyer protection program, was able to have 30 creative products within 36 hours for a campaign. Six creatives were chosen and four went live on Facebook, generating more than 76,000 clicks. 

Briefs are from an existing campaign and include existing assets. Designers take this content and iterate from it. 

Designers can leverage insights provided by Refuel4, using Facebook and Instagram API?s with advanced AI and machine learning algorithms to analyze image data and determine what is working. 

Advertisers can choose as many submitted versions as they like. 

?Our position is that the biggest choke point is the ability to develop creative quickly as the campaign runs it course,? Mr. Vasu said. ?The minute people do A/B testing at scale, campaign performance lifts by three to five times. 

?It really is a way to unleash value,? he said.