6. introducing: consumer profiling 500 million user profiles advanced targeting target people - not impressions unequalled control
7. introducing: consumer profiling 500 million user profiles traditional targeting criteria user profile #10467 user geo: Toronto, ON, CAN user demo: male, age: 23-28 income: $50-$70k superior targeting capabilities interest 1: marriage advice interest 2: business news interest 3: fitness
8. real-time bidding explained rtbecosystem bid decision tool machine learns publishers & exchanges inventory released place bid deliver ad benefits of rtb: increased buying efficiency & consumer targeting
9. machine optimized advertising 24 billion connections per day acuity learns optimal price user profile # user geo user demo user interests page content keyword list benefit: real-time campaign optimization optimal creative
10. brand safety with acuity industry leading piece of mind contextual classification
11. how it works pre-impression what acuity sees: Hi! My name is Jennie! I live in Toronto. I’m a young professional. I own a condo. I have a boyfriend. I enjoy yoga. user profile#: 14579836 gender: female locale: toronto income: 40k-60k age: 23-28y/o interest: home decor interest: relationships interest: yoga
12. how it works pre-impression Right now I’m checking out my favourite site huffingtonpost.com Right Apple? site id - 45672 brand safety screen: “passed” user profile screen: “match” customer value: “predicted” bid? “yes”
13. how it works impression Right now I’m checking out my favourite site huffingtonpost.com Hey! I like this! total time elapsed = 50 milliseconds
14. how it works post-impression I clicked the ad… and I found something really interesting here! I’m going to download these!
15. how it works post-impression These downloads are awesome! I have to share this page with my friends on twitter! Must share!
16. the acuity advantage what we promise what we deliver premium reach 24 billion daily impressions through premium exchanges first-class targeting user profiling technology delivering 500 million users superior results machine optimized real-time advertising technology iron-clad brand safety contextual classification technology
Editor's Notes
Hi my name is (insert name), & this is (insert name) & (insert name)…Thank you all for taking the time to meet with us today. We are honored to have the opportunity to present our solution to you. We at acuity believe that media buyers deserve a higher level of performance from their campaigns. We live in a time where advances in technology have opened the door for agencies to deliver results that clients could have only dreamed about, however only those who embrace this technology will reap its rewards.But before we talk about technology – I have one simple question…
You can purchase apples in a basket - a basket with a couple good apples, but mostly not so good apples.Or you can purchase the apples on their own, paying more for the apples that are appealing to you.What would you do?The reason acuity exists today is to solve this problem – we believe that the current cpm model, like buying apples in a basket, is terribly flawed. It’s simply inefficient. Your campaigns are underperforming, your client’s dollars aren’t being spent efficiently and your essentially buying impressions en mass hoping to hit the right consumers, instead of actively pursuing the consumers which are perfect for your client.
At acuity, we can determine the value of each individual impression for our client’s campaigns, and we do this using the power of machine learning technology and real time bidding to pay more for the attractive impressions and less for those which have little value.We eliminate the guesswork and deliver only the most relevant and qualified impressions based on our client’s guidelines.But it is important to note that with acuity, we do not deal in impressions – we deal in consumer connections. Trust me – the results are amazing!Just how do we deliver consumer connections?
As a demand side platform, we’ve partnered with premium real-time bidding exchanges in North America to secure access to 24 billion impressions or ‘connection opportunities’ per day. Just think of all that reach!
Through these 24 billion impressions, acuity has been able to build a database of 500 million users. These users are organized based on their interests, meaning our clients have the ability to target groups of consumers based on what they like – taking consumer targeting and campaign control to a whole new level!
For instance, each profile contains a record of the consumers traditional targeting data – such as geo, demographics and income; however these profiles also link consumers based on their concrete browsing and buying patterns online.Because of this breakthrough in technology, you can now say to your clients ‘yes, we can connect you to the exact consumers you are looking for’.With this technology, your campaigns are going to be more targeted and your results are going to reflect this by sharply increasing, regardless of how you measure success.But believe it or not, consumer profiling is just one part of the equation. Let’s look at how acuity delivers superior buying efficiency.
Real-time bidding is quickly becoming the norm in online media buying. As mentioned, being able to target individual consumers online is a major benefit, however blend it with acuity’s machine learning technology and you have a truly superior tool at your disposal.Let’s take a quick look at how real-time bidding works.First, inventory is released from publishers and exchanges into the RTB ecosystem.Once in the system, DSPs such as acuity can assess the inventory and seek out the impressions which are best for its clients.Once a desired impression is found, we will use our bid decisioning tool to determine the value of the bid and place the offer. When we win the bid, we then determine which ad to show and serve the ad.At this point, our machine learning algorithm will kick in, however we’ll touch on that in a moment.For now, note that the major benefits of RTB for you is that purchasing impressions individually delivers increased buying efficiency, and as mentioned greater consumer targeting.Now about that machine learning technology…
At acuity, we pride ourselves on being one of the few DSPs with a truly proprietary machine learning algorithm powering our technology. With this technology, we are able to take the 24 billion impressions we see each day, process each user’s information, as well as utilize client provided information and even page content information, to determine the optimal creative and bid price for each impression.Each time this process is repeated, our machine grows smarter, learning what does and doesn’t work for a campaign in real time.The benefits for you are real-time campaign optimization, as well as superior buying efficiency.With machine learning technology, we can truly deliver the right consumers, in the right places at the right price.
The last piece of technology we would like to show you is our brand safety technology. We want to share this with you because we know that 70% of advertisers are concerned about brand safety online, and as such, it would help you please your clients to show them you’re using an industry leading brand safety tool such as ours.Essentially, whether you choose from our pre-determined offensive categories, or submit a list of keywords so that we can avoid bidding on pages with those terms, acuity will deliver your brand safely online.We utilize contextual classification technology to determine which pages possess negative content and which pages do not. Further, we can even determine how bad a page is based on how much negative content it displays. We can talk about all day about it, but we find an example is always better (click the baby).
Ok – now that you’ve seen our technology, let’s walk you through an example of how it all works.Meet Jennie!You can see that pre-impression, acuity already knows a fair bit about this consumer and what she is interested in.
Once she comes to a website in our network, we do a couple of things before determining if she is worth advertising to.First, we look at the website itself to pull up all the historical data we have accumulated on it.Second, we run a brad safety screen to ensure that this specific page within the domain is appropriate for the campaign we are running.Third, we screen Jennie, to make sure she is a match for the client’s campaign and campaign creative.Fourth, we predict the value of Jennie to the advertiser, and thus how much to spend on connecting with her.Lastly, we decide if we want to bid, and if so deliver the creative.
Once the creative is delivered, Jennie is going to see an ad which is relevant to her interests, on a page which is relevant to her interests, in real-time.The client has just connected with the right consumer, in the right place, for the right price.Did we mention this all takes about 50 miliseconds?Of course this is all very impressive, but we find its what happens after the connection is made that’s the best part.
As you know, a consumer connection through display advertising may lead to a click, which leads to the consumer arriving at the advertiser’s landing page.The obvious win here is for brand awareness, as the consumer has truly connected with the brand which was advertised. However, if the consumer sees something they like, they may be compelled to take action. As such, with our direct response clients, acuity can facilitate landing page optimization to drive better results.In Jennie’s case, she’s found something that appeals to her and takes action, downloading songs for her next yoga class.
Jennie then decides to take it a step further, and in a true win for the advertiser, Jennie shares her newfound songs with her social network.As you can see, the beauty of Acuity is that we facilitate meaningful consumer connections, which not only drive business for advertisers, but also grow brand awareness amongst a meaningful audience.Truly – we deliver superior results.
