Behavioral Targeting and Audience Analysis for Networks

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

Simple JavaScript Implementation
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

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

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

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

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

Ad Feed Integration Never serve a PSA again!
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

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

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

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

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

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

Behavioral Targeting and Audience Analysis for Networks

by Jordan Mitchell on Feb 04, 2009

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