Behavioral Targeting and Audience Analysis for Networks

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Information about Behavioral Targeting and Audience Analysis for Networks
Technology

Published on February 4, 2009

Author: jordanmitchell

Source: slideshare.net

Description

The next giant step in ad optimization centers around people and their behavior. Others Online offers a drop-dead-simple behavioral profiling and targeting Web service that shows large online media companies what their audience cares about, allowing them to better understand, segment, target and monetize their audience.

The next step in ad optimization is around people and their behavior.

About Others Online User profiling platform for networks. Ad networks, social networks, blog, WiFi, etc. We help you better understand, segment, target and monetize your audience (as people). Affinity Profiling Platform services: Real-time behavioral profiling Affinity analytics Ad server integration/targeting API access to affinity profiles Ad feed integration Pixel drops

User profiling platform for networks.

Ad networks, social networks, blog, WiFi, etc.

We help you better understand, segment, target and monetize your audience (as people).

Affinity Profiling Platform services:

Real-time behavioral profiling

Affinity analytics

Ad server integration/targeting

API access to affinity profiles

Ad feed integration

Pixel drops

Simple JavaScript Implementation Placed on each page, via Ad server, Publishing system, or Manually

Placed on each page, via

Ad server,

Publishing system, or

Manually

We Analyze Your Audience What they’re reading , publishing, and searching for. NY Yankees ivillage.com iPod Xbox 360 Whistler cycling startups The Office Las Vegas flowers voice lessons BMW Nikon What they care about: Topics, products, brands, interests, activities, etc. Level of affinity strength By timescale and source 100% user control ONLINE ACTIVITY Blogs Social media SUMMARIZATION PROFILING Semantic Analysis Signal/noise Filtering Affinity Scoring

What they care about:

Topics, products, brands, interests, activities, etc.

Level of affinity strength

By timescale and source

100% user control

Each Affinity Profile Cookie ID: b4jdfn5s6kf7y4r Site: http://www.hisblog.com Location: 98121 Age: 26 Gender: Male Evolves in real-time to reflect attention span Continues to evolve across other Web sites Keywords or custom channels, personas, etc. espn.com (155), myspace.com (87) Sites visited hotels in sf (3), iphone apps (1) Searches Ski report (80), whistler (72), adsense (65), libra (35), facebook apps (29) Long-term interests alaska airlines (55), hotels (54), adtech (26) Recent interests san francisco (65), text ads (48), blogs (35) Current context Keywords and Affinity Strength Source

Cookie ID: b4jdfn5s6kf7y4r

Site: http://www.hisblog.com

Location: 98121 Age: 26 Gender: Male

Evolves in real-time to reflect attention span

Continues to evolve across other Web sites

Keywords or custom channels, personas, etc.

Differentiators Affinity scoring Represents strength of interest/intent Continual reinforcement/decay Helps balance traffic quality vs quantity Works well in social media Co-op data model Leverage behavior beyond your network

Affinity scoring

Represents strength of interest/intent

Continual reinforcement/decay

Helps balance traffic quality vs quantity

Works well in social media

Co-op data model

Leverage behavior beyond your network

Two Ways to Use our Services Affinity analytics Ad server integration API access Ad feed integration Across YOUR Network From OUR Network Data acquisition API request (pull) Bulk feed (pull) Pixel drop (push) Affinity Profiling Platform

Affinity analytics

Ad server integration

API access

Ad feed integration

Data acquisition

API request (pull)

Bulk feed (pull)

Pixel drop (push)

Audience Affinity Analytics

Segment, Forecast, Target, Measure Click to see audience affinity data. Forecast ad volume for any specific interest segments. Send targeting data to your ad server to fulfill your campaigns. Measure increase in brand affinity from ad campaigns.

API Access to Profiles Web service (JSON or XML reply) Use the API to … Request affinity data Keywords, categories, personas, custom, etc. Optimize ad delivery Correlate click patterns to user affinity

Web service (JSON or XML reply)

Use the API to …

Request affinity data

Keywords, categories, personas, custom, etc.

Optimize ad delivery

Correlate click patterns to user affinity

Ad Feed Integration Never serve a PSA again! Power ad feeds using affinity profiles: Shopping Local Text ads Keywords or categories

Power ad feeds using affinity profiles:

Shopping

Local

Text ads

Keywords or categories

Data Acquisition Acquire user behavior outside your network Keyword or category affinity Purchase intent Search keywords Demographic (age / gender) Benefits Offer better targeting Accelerate campaign delivery and revenue

Acquire user behavior outside your network

Keyword or category affinity

Purchase intent

Search keywords

Demographic (age / gender)

Benefits

Offer better targeting

Accelerate campaign delivery and revenue

Case Studies 8.8M uniques / month 500M impression test over three weeks 69% eCPM lift 74M uniques / month Utilizing our API for profiling and ad recommendations 25% eCPM lift Top 10 Social Network Top 40 Ad Network 4,000 WiFi hotspots Utilizing our API for content recommendations. 75% increase in CTR WiFi Network 500K uniques / month 7 page views / visit 20K blogs 100% eCPM lift in 1 st day Blog Publishing Network

8.8M uniques / month

500M impression test over three weeks

69% eCPM lift

74M uniques / month

Utilizing our API for profiling and ad recommendations

25% eCPM lift

4,000 WiFi hotspots

Utilizing our API for content recommendations.

75% increase in CTR

500K uniques / month

7 page views / visit

20K blogs

100% eCPM lift in 1 st day

Patent Pending Technology Translation: This is what our JavaScript tag does. Translation: Targeted ads, analytics, and API requests. Translation: Continual analysis of user affinity. Raw Attention Data NLP Summarizer Smart Content Summary Current User Affinity Profile Updated User Affinity Profile Hybrid Biological Algorithm Feedback Events Keyword Dictionary User Data Queries User Affinity Index

Industry Leading Privacy Controls No personally-identifiable information 100% user control and transparency! Full and partial opt-out Real names Email addresses Physical addresses Phone numbers Social security #’s Naughty words “ Sensitive” words

No personally-identifiable information

100% user control and transparency!

Full and partial opt-out

Real names

Email addresses

Physical addresses

Phone numbers

Social security #’s

Naughty words

“ Sensitive” words

Business Terms Service agreement Monthly subscription fee based on profiling volume. Revenue share if you allow 3 rd party pixel drops Across YOUR Network From OUR Network Insertion Order Per unique/month fee Affinity Profiling Platform

Service agreement

Monthly subscription fee based on profiling volume.

Revenue share if you allow 3 rd party pixel drops

Insertion Order

Per unique/month fee

Summary of Benefits Minutes to deploy Instant user profiling solution Learn more about your audience Offer better targeting Optimize your ad serving algorithms More efficient use of inventory Never serve a PSA Make more money

Minutes to deploy

Instant user profiling solution

Learn more about your audience

Offer better targeting

Optimize your ad serving algorithms

More efficient use of inventory

Never serve a PSA

Make more money

Sign up now at http://www.othersonline.com Jordan Mitchell, CEO [email_address] +1 425 443 1819

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