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New developments in
                      targeting technology




Putting you first for online advertising     www.simply...
Presentations

    New Developments in targeting technology
    The advertising market explained
    How to get superior a...
Market overview

Two key market developments

Targeting technology has developed in 2 main directions in
the last 12 month...
1. New Specialist Services

More market components…
      DSPs
      SSPs
      Real Time Data
      RTB Trading Desk
    ...
2. Targeting Technology

Development of Behavioural

      Techniques have moved on
       Category 1995  Geo 1998  Con...
1. Specialist services




Putting you first for online advertising   www.simply.com
The Simply approach

The „All Market Solution‟
      Simply gives you the All Market Solution
      Simply cuts across ent...
The Simply approach



                                                        Simply Pub+™
                              ...
The All Market Solution

Simply is „simplicity personified‟




Putting you first for online advertising   www.simply.com
Market overview

Two key market developments

Targeting technology has developed in 2 main directions in
the last 12 month...
2. The techniques used

Behavioural targeting and beyond

      Simply’s market leading AdMax™ adserver linked to the
    ...
Simply’s Cluster™ targeting

How does it work?
      As opposed to behavioural targeting which tends
      to start with a...
Simply’s Cluster™ targeting

How does it work?
      Groups are refined according to the relative strength of performance
...
Simply’s Cluster™ targeting

How does it work?
      The user behaviour on the new site is also analysed to refine the
   ...
Simplicity of Use

Unique self provisioning
      An easy to use self-provisioning online platform
      Avoids lengthy co...
Simply’s One Step Further

Customer support second to none

      An absolute priority for all our clients
      Award win...
The result?

For Advertisers…
The PACE™ system delivers:
      Performance – average conversion
      rate of 3.8% (and gr...
The result?

For Publishers…
The PUB+™ system delivers:

      Selling power - Simply not only gives you access to the Sim...
The result?

For Publishers…




                Compound monthly eCPM growth of +4%




Putting you first for online adve...
The result?

continued…




Putting you first for online advertising   www.simply.com
The result?

Award winning customer support

“ The Simply platform has been built with care…each enhancement outdoes
the p...
About Simply.com

A pan European platform
    Simply.com is a division of Dada Spa (DA.MI), part
    of the RCS Group (RCS...
Adtech show offer

Contact us today

    Sign up as an Advertiser today and get £50 free
    advertising
    Sign up as a ...
More information

Contact us today

    For more information please contact us on:
    0845 363 6172
    Or visit our webs...
Putting you first for online advertising   www.simply.com
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Transcript of "Simply main new_developments_in_targeting_technology"

  1. 1. New developments in targeting technology Putting you first for online advertising www.simply.com
  2. 2. Presentations New Developments in targeting technology The advertising market explained How to get superior advertising performance Benefits of self provisioning services How to grow your publisher revenue Putting you first for online advertising www.simply.com
  3. 3. Market overview Two key market developments Targeting technology has developed in 2 main directions in the last 12 months: Expansion of The techniques specialist services used Putting you first for online advertising www.simply.com
  4. 4. 1. New Specialist Services More market components… DSPs SSPs Real Time Data RTB Trading Desk Re-Targeting specialists Etc …means more distance between offer and demand Putting you first for online advertising www.simply.com
  5. 5. 2. Targeting Technology Development of Behavioural Techniques have moved on  Category 1995  Geo 1998  Contextual 2002  Yield 2004 2009 Behavioural 2010 Simply ClusterTM And Real Time Reporting, Bidding and Optimisation In Dada we began developing advertising targeting systems in 1995. Putting you first for online advertising www.simply.com
  6. 6. 1. Specialist services Putting you first for online advertising www.simply.com
  7. 7. The Simply approach The „All Market Solution‟ Simply gives you the All Market Solution Simply cuts across entire market to offer the benefit of all component specialist services and targeting techniques in one easy-to-use online platform A DSP, an SSP, a Yield, Contextual and Behavioural Targeting specialist, an Adserver, and an Ad Network; all owned and controlled by Simply A self provisioning online platform that is easy to use, operates in real time, with flexible functionality to suit SME and large advertiser/publishers alike Putting you first for online advertising www.simply.com
  8. 8. The Simply approach Simply Pub+™ Simply Simply PACE™ Network Simply Cluster™ Simply AdMax™ Putting you first for online advertising www.simply.com
  9. 9. The All Market Solution Simply is „simplicity personified‟ Putting you first for online advertising www.simply.com
  10. 10. Market overview Two key market developments Targeting technology has developed in 2 main directions in the last 12 months: 1) Expansion of specialist services 2) The techniques used Putting you first for online advertising www.simply.com
  11. 11. 2. The techniques used Behavioural targeting and beyond Simply’s market leading AdMax™ adserver linked to the Simply Network of over 9000 quality controlled publishers Controlled by Simply’s PACE™ and PUB+™ demand and supply side platform services. Optimised by the unique Cluster™ targeting technology Putting you first for online advertising www.simply.com
  12. 12. Simply’s Cluster™ targeting How does it work? As opposed to behavioural targeting which tends to start with a behavioural theory for advertising performance, Cluster™ targeting starts from the pure empirical performance of users Click through and conversion performances of ads are analysed and grouped in to different levels Each of these groups is then analysed to understand the behavioural journeys of users across the Simply Network (previous sites visited and search terms used) and on the site itself In Simply we are looking for the LOOK-ALIKE users Putting you first for online advertising www.simply.com
  13. 13. Simply’s Cluster™ targeting How does it work? Groups are refined according to the relative strength of performance versus behaviour. If a behaviour group within a cluster shows particularly strong performance, it is separated in to a new and unique cluster. This will depend, however, on whether this performance is more significant than the relative performance of the parent cluster versus others. When a new advertiser signs up to Simply and creates a new campaign, the campaign is tested using each cluster group Performance is analysed over 1-2 days and the highest performing cluster is assigned to the campaign When a new publisher signs up, we analyze the users of his site and after 4-5 days we assign them to the correct clusters Putting you first for online advertising www.simply.com
  14. 14. Simply’s Cluster™ targeting How does it work? The user behaviour on the new site is also analysed to refine the clusters or develop a new cluster Meanwhile clusters are continuously analysed and refined The cluster technology also takes account of Contextual targeting So with Cluster, ads benefit from Behavioural, Contextual and Yield targeting, in addition to the sophisticated methodology that is Cluster™ targeting Putting you first for online advertising www.simply.com
  15. 15. Simplicity of Use Unique self provisioning An easy to use self-provisioning online platform Avoids lengthy contracts and lack of control With real time optimization, detailed performance reporting and control An advertiser and publisher control panel combined Simply.com with auto optimisation for smaller advertisers and publishers, Simply Pro with added control functionality for larger members, agencies, networks Putting you first for online advertising www.simply.com
  16. 16. Simply’s One Step Further Customer support second to none An absolute priority for all our clients Award winning customer support service Local offices in UK and across Europe Account help and optimisation advice Dedicated Support Managers for Simply pro users Putting you first for online advertising www.simply.com
  17. 17. The result? For Advertisers… The PACE™ system delivers: Performance – average conversion rate of 3.8% (and growing) and a cost per acquisition of £53 Accessibility – to Simply’s UK and European network of 9000 plus API integrations optimising revenues Example member showing growth of conversions per day with the major ad networks and exchanges Control – a full self provisioning platform with real time performance and management of campaigns Ease of use – a platform designed for ease of use/management of campaigns, backed by an award winning customer service team Putting you first for online advertising www.simply.com
  18. 18. The result? For Publishers… The PUB+™ system delivers: Selling power - Simply not only gives you access to the Simply Network (13,000 pre-approved advertisers, growing by +36% a month) but, via our API platform, all major ad networks and exchanges; ensuring 100% fill rate.13,000 members Revenue power - Simply’s targeting technologies delivering over 107% higher eCPM (from recent trials comparing market ad servers), with top earners achieving eCPMs of 30-50p, and a compound eCPM growth per month of +4% (see graph below). Earning power - £2.1m paid out so far this year, via HSBC banking. Putting you first for online advertising www.simply.com
  19. 19. The result? For Publishers… Compound monthly eCPM growth of +4% Putting you first for online advertising www.simply.com
  20. 20. The result? continued… Putting you first for online advertising www.simply.com
  21. 21. The result? Award winning customer support “ The Simply platform has been built with care…each enhancement outdoes the previous. You can expect ease of mind while running your campaigns on this platform. ” Yehuda Goldberg, XtendMedia.com In a recent survey sent to our members, 74% said they would continue using Simply.com 64% said they would recommend Simply.com to other businesses Putting you first for online advertising www.simply.com
  22. 22. About Simply.com A pan European platform Simply.com is a division of Dada Spa (DA.MI), part of the RCS Group (RCS.MI), listed on the Italian Stock Exchange under the STAR category (which lists companies meeting the highest standards for sustainable growth) The group manages 500,000 businesses across Europe, 1.5 million domains with hosting for sites totaling 35 million unique visitors a month Simply has offices in UK, US, France, Spain, Italy, Netherlands, Portugal and Brazil Putting you first for online advertising www.simply.com
  23. 23. Adtech show offer Contact us today Sign up as an Advertiser today and get £50 free advertising Sign up as a Publisher and for the first £50 revenue earned we’ll give £50 extra free Putting you first for online advertising www.simply.com
  24. 24. More information Contact us today For more information please contact us on: 0845 363 6172 Or visit our websites www.simply.com and http://dada.dada.net/en Also take a look at: Blog http://www.simply.com/blogen/ Twitter http://twitter.com/simply_com Linked In http://www.linkedin.com/companies/163324 Putting you first for online advertising www.simply.com
  25. 25. Putting you first for online advertising www.simply.com
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