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Behavioral Targeting and Audience Analysis for Networks


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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.

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Behavioral Targeting and Audience Analysis for Networks

  1. 1. The next step in ad optimization is around people and their behavior.
  2. 2. About Others Online <ul><li>User profiling platform for networks. </li></ul><ul><ul><li>Ad networks, social networks, blog, WiFi, etc. </li></ul></ul><ul><ul><li>We help you better understand, segment, target and monetize your audience (as people). </li></ul></ul><ul><li>Affinity Profiling Platform services: </li></ul><ul><ul><li>Real-time behavioral profiling </li></ul></ul><ul><ul><li>Affinity analytics </li></ul></ul><ul><ul><li>Ad server integration/targeting </li></ul></ul><ul><ul><li>API access to affinity profiles </li></ul></ul><ul><ul><li>Ad feed integration </li></ul></ul><ul><ul><li>Pixel drops </li></ul></ul>
  3. 3. Simple JavaScript Implementation <ul><li>Placed on each page, via </li></ul><ul><li>Ad server, </li></ul><ul><li>Publishing system, or </li></ul><ul><li>Manually </li></ul>
  4. 4. We Analyze Your Audience What they’re reading , publishing, and searching for. NY Yankees iPod Xbox 360 Whistler cycling startups The Office Las Vegas flowers voice lessons BMW Nikon <ul><li>What they care about: </li></ul><ul><li>Topics, products, brands, interests, activities, etc. </li></ul><ul><li>Level of affinity strength </li></ul><ul><li>By timescale and source </li></ul><ul><li>100% user control </li></ul>ONLINE ACTIVITY Blogs Social media SUMMARIZATION PROFILING Semantic Analysis Signal/noise Filtering Affinity Scoring
  5. 5. Each Affinity Profile <ul><li>Cookie ID: b4jdfn5s6kf7y4r </li></ul><ul><li>Site: </li></ul><ul><li>Location: 98121 Age: 26 Gender: Male </li></ul><ul><li>Evolves in real-time to reflect attention span </li></ul><ul><li>Continues to evolve across other Web sites </li></ul><ul><li>Keywords or custom channels, personas, etc. </li></ul> (155), (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
  6. 6. Differentiators <ul><li>Affinity scoring </li></ul><ul><ul><li>Represents strength of interest/intent </li></ul></ul><ul><ul><li>Continual reinforcement/decay </li></ul></ul><ul><ul><li>Helps balance traffic quality vs quantity </li></ul></ul><ul><li>Works well in social media </li></ul><ul><li>Co-op data model </li></ul><ul><ul><li>Leverage behavior beyond your network </li></ul></ul>
  7. 7. Two Ways to Use our Services <ul><li>Affinity analytics </li></ul><ul><li>Ad server integration </li></ul><ul><li>API access </li></ul><ul><li>Ad feed integration </li></ul>Across YOUR Network From OUR Network <ul><li>Data acquisition </li></ul><ul><ul><li>API request (pull) </li></ul></ul><ul><ul><li>Bulk feed (pull) </li></ul></ul><ul><ul><li>Pixel drop (push) </li></ul></ul>Affinity Profiling Platform
  8. 8. Audience Affinity Analytics
  9. 9. 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.
  10. 10. API Access to Profiles <ul><li>Web service (JSON or XML reply) </li></ul><ul><li>Use the API to … </li></ul><ul><ul><li>Request affinity data </li></ul></ul><ul><ul><ul><li>Keywords, categories, personas, custom, etc. </li></ul></ul></ul><ul><ul><li>Optimize ad delivery </li></ul></ul><ul><ul><ul><li>Correlate click patterns to user affinity </li></ul></ul></ul>
  11. 11. Ad Feed Integration Never serve a PSA again! <ul><li>Power ad feeds using affinity profiles: </li></ul><ul><li>Shopping </li></ul><ul><li>Local </li></ul><ul><li>Text ads </li></ul><ul><li>Keywords or categories </li></ul>
  12. 12. Data Acquisition <ul><li>Acquire user behavior outside your network </li></ul><ul><ul><li>Keyword or category affinity </li></ul></ul><ul><ul><li>Purchase intent </li></ul></ul><ul><ul><li>Search keywords </li></ul></ul><ul><ul><li>Demographic (age / gender) </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Offer better targeting </li></ul></ul><ul><ul><li>Accelerate campaign delivery and revenue </li></ul></ul>
  13. 13. Case Studies <ul><li>8.8M uniques / month </li></ul><ul><li>500M impression test over three weeks </li></ul><ul><li>69% eCPM lift </li></ul><ul><li>74M uniques / month </li></ul><ul><li>Utilizing our API for profiling and ad recommendations </li></ul><ul><li>25% eCPM lift </li></ul>Top 10 Social Network Top 40 Ad Network <ul><li>4,000 WiFi hotspots </li></ul><ul><li>Utilizing our API for content recommendations. </li></ul><ul><li>75% increase in CTR </li></ul>WiFi Network <ul><li>500K uniques / month </li></ul><ul><li>7 page views / visit </li></ul><ul><li>20K blogs </li></ul><ul><li>100% eCPM lift in 1 st day </li></ul>Blog Publishing Network
  14. 14. 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
  15. 15. Industry Leading Privacy Controls <ul><li>No personally-identifiable information </li></ul><ul><li>100% user control and transparency! </li></ul><ul><li>Full and partial opt-out </li></ul><ul><li>Real names </li></ul><ul><li>Email addresses </li></ul><ul><li>Physical addresses </li></ul><ul><li>Phone numbers </li></ul><ul><li>Social security #’s </li></ul><ul><li>Naughty words </li></ul><ul><li>“ Sensitive” words </li></ul>
  16. 16. Business Terms <ul><li>Service agreement </li></ul><ul><li>Monthly subscription fee based on profiling volume. </li></ul><ul><li>Revenue share if you allow 3 rd party pixel drops </li></ul>Across YOUR Network From OUR Network <ul><li>Insertion Order </li></ul><ul><li>Per unique/month fee </li></ul>Affinity Profiling Platform
  17. 17. Summary of Benefits <ul><li>Minutes to deploy </li></ul><ul><li>Instant user profiling solution </li></ul><ul><ul><li>Learn more about your audience </li></ul></ul><ul><ul><li>Offer better targeting </li></ul></ul><ul><ul><li>Optimize your ad serving algorithms </li></ul></ul><ul><ul><li>More efficient use of inventory </li></ul></ul><ul><ul><li>Never serve a PSA </li></ul></ul><ul><ul><li>Make more money </li></ul></ul>
  18. 18. Sign up now at Jordan Mitchell, CEO [email_address] +1 425 443 1819