Navegg
Real Time Behavioral Targeting
A new internet company
May 2009

Navegg's approach
Google Analytics Quantcast Navegg
 Page views  Unique visitors  Unique visitors
 No demographics  US-centric  Global demographics
 Private reports demographics with with behavioral
 API – data export panel-based surveys analysis
 Public reports  Private reports
 No API  API – sites can use
our data dynamically
Slide 1 of 15

Who we are defines what we do
Meet Kate. She is a 18 year old high
school senior. She loves pets, fashion
and cosmetics. When online...
 Kate reads about cosmetic
products;
 Kate reads about pets;
 Kate reads about prom dresses.
(cc) Nati
Slide 2 of 15

What we do defines who we are
When someone reads
online about pets,
cosmetics and prom
dresses, behavioral analysis
systems can easily assume
that this user is...
 Female;
 Teenager;
 High school senior;
 Pets lover;
 Cosmetic products (cc) Marcin Wichary
consumer.
Slide 3 of 15

The niche problem
But this content approach doesn't work on vertical/niche websites:
 Kate reads about pets on site A;
 Kate reads about cosmetics on site B;
 Kate reads about prom dresses on site C.
So behavioral analysis will always be incomplete:
 Site A only knows that Kate likes pets;
 Site B only knows that Kate likes cosmetics;
 Site C only knows that Kate is a high school senior.
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The niche problem
Individually,
niche websites
never see the
whole picture!
(cc) WireLizard
Slide 5 of 15

The solution
Navegg connects the
dots between
websites in order to
give everyone the
whole picture.
(cc) Geoff

And real time!
Navegg also provides this information real time, so
websites can change their content and ads dynamically:
 Site A, about pets, show Kate articles about pets suited
for young women;
 Site B, about cosmetics, show Kate ads of prom
dresses retailers;
 Site C, about dresses, show Kate pet shops ads.
Slide 7 of 15

Network effect
The larger the network, the
better the analysis. So
Navegg's main goals are:
 Diversity of subjects;
 Reach.
To develop our network, we
provide our partners with
free technology and
database marketing
intelligence with minimum (cc) GustavoG
impact on their operations.
Slide 8 of 15

How it works
1 2 3 4 5
Sites complying with Partner sites place Our 95 bytes tag High-performance Partner sites have
Navegg´s TOS sign content identification starts collecting algorithm defines access to their
up for Navegg´s tags – from a users behavior demographics and website´s audience
network predefined list of 73 topics of interest reports. They can
content categories – based on Navegg´s then use our API to
in their pages network as a whole interact with their
audience
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Results
Advertising
Display advertising tests with Navegg
have increased campaign's CTR by 100%.
Content
Customized content tests have
increased visit depth and length 2.3
times.
Slide 10 of 15

Audience information
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Behavioral information drilldown
Slide 12 of 15

rd
Mashing up with 3 parties
Navegg´s API allows our partners to use its demographics information in 3rd part
systems, like Google Analytics or OAS RealMedia.
Slide 13 of 15

Privacy: we care about it
Bottom line
 Our solution doesn´t use, read or store any
Personal Identifiable Information.
 Navegg´s tag fully complies with W3C Privacy
standards.
 We do not encourage our partner sites to link
Navegg´s profile data with login information or
similar records that they may have.
 Although end-user collected data is anonymous,
the opt-out option box is highlighted on our
homepage.
Slide 14 of 15

Questions?
?
?
We would love to hear from you:
? contact@navegg.com
?
Slide 15 of 15