Audience Segmentation and Ad Targeting for Publishers and Networks

By: Crowd Science  09-12-2011
Keywords: Publishers, Audience Measurement

Publishers are finding it harder than ever to maximize the true value of their audiences.

  • CPMs continue to decrease
  • Run-of-Site inventory remains unsold
  • Indirect real-time bidding is cannibalizing premium ad sales opportunities. 

Crowd Science allows publishers to harness the power of their visitor data to increase ad revenue. SEGMENT & TARGET is a unique audience measurement and management solution that transforms low CPM run-of-site audience into first party high-value branded segments.

  • Design, create, and explore segments in real-time
  • Restrict segments to specific sites/subsites
  • Compare quantities for accuracy vs. volume per segment
  • Integrate easily with ad servers & DMPs
  • Calculate CPMs and cost for plan
  • View totals & averages per impression

Reliance on third party vendors for audience segmentation is a risk for publishers. Lots of audience-based targeting and exchange providers claim to be the answer for decreasing CPMs and poor ad targeting efficiency. But over time they are also commoditizing publishers’ rich and unique audiences, siphoning away long-term value, eroding CPMs and making it harder to grow revenue. 

SEGMENT & TARGET is different – enabling publishers to organize their own audience in a completely new way while maintaining control and value.The solution works by providing first-party online tools that leverage a powerful combination of psychographics, behavioral & contextual data, and machine learning on a massive-scale. This technology increases ad sales opportunities and improves targeting efficiency.

Audience measurement is first applied to a publisher’s sites and sub-sites to create a foundation of robust audience demographics and psychographics at a deep & granular level. This survey-based research is conducted via polite branded surveys, able to deliver a level of statistical validity not found in other similar technologies.

Rich psychographic information is then fed into the SEGMENT & TARGET engine. First-party, branded segments can then be developed in real-time and used to:

  • Build standard, branded, or custom advertiser segments and explore attributes based on page views, ad inventory and expected lift.
  • Reply to RFPs by building unique line items and defining the perfect media plan to meet advertiser needs.
  • Target ads and integrate the newly created segments seamlessly into ad trafficking systems and 3rd party data management systems.

Keywords: Audience Measurement, Publishers

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