lijit networks - finding more of a good thing: using ssp’s to extend audience reach
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Finding more of a good thing: Using SSPs to extend audience reach
March 2012
What the Agency Says
I need more impressions, I need more conversions, I need more sites exactly like Ginger.com
What the Exchange Hears
Blah Blah, impressions, Blah Blah, conversions,
More Ginger.com
THIS IS @
117,756 Publisher Sites
22.3MDaily Uniques (192M Monthly Domestic)
Daily Real-time Exchange Transactions700M
Source: comScore Media Metrix July 2011
Networks according to Comscore
TOP 10
Brand/Performance - there's always that one site
• Portals have a lot of traffic, but the audience isn’t that engaged.
• Ad Networks and Exchanges have a lot of traffic but it’s not always clear what/where you’re buying.
• How do you find more of that great audience in that special niche?
Two Case Studies in Audience Finding…
Platforms or Supply Side sources have a wealth of Big Data. FMP/Lijit is exploring two ways to find more Great Audiences + Great Content in the Independent Web.
• Expansion Audience Discovery:– Using a known Keystone audience to uncover
content previously unknown and audiences not currently served.
• Conversational Targeting:– Using Semantic Technology to find conversations and
audiences relevant to Advertisers at scale.
Case Study 1: Expansion Audience DiscoveryKeystone Site:
Dooce.com / Author: Heather Armstrong
Find Other Sites: Dooce readers appearing on other Lijit sites
Select Genre Sites: Reduce resulting site set to sites with same genre
Calculate Expansion Audience: Similar Readers on Similar Sites
Case Study 1: Expansion Audience Discovery
• Observing Reader Appearances in 30 days.
– All Audience Cross Over: 100% 100% of Dooce Site Audience appeared on another sites in the exchange
– Keystone Audience: 27%27% of Dooce Site Audience were seen again on sites in the Lifestyle Genre
– Expansion Audience: 10XAudience that visited the same sites as the Keystone Audience but never visited the Dooce site.
– Genre Expansion Audience: 2XAudience that visited the same sites in the same Genre as the Keystone Audience, but never visited the Dooce site.
Lifestyle Audience
Genre ExpansionAudience
Target SiteAudience
Keystone Audience
All Audience
ExpansionAudience
Case Study 2: Conversational Targeting
Find Organic Topics: For instance, tablet computing and target
audience.
Find Candidate Articles: Using Sematic Analysis across thousands
of sites.
Calculate Expansion Audience: Based on viewing patterns of that specific
article.
Track Campaign Performance: Traffic and optimize performance across
target inventory.
Compare to Site Aligned Results: Comparison of performance to best
performing site aligned campaigns.
"For a chic carrying case that doesn’t remind you of surfing the crimson tide, try Blythe King’s handsome iPad iSockit, which features a sling-flap closure and a front pocket you can button up""If you have a computer, iPhone,
iPad, Blackberry, or Android device, you can download more books than you will ever be able to read for free."
“We can imagine that a fair share of iPads got unwrapped this morning, and the first thing you’re going to want to do is switch it on and get a few awesome apps on there.”
9
Advertiser CT Target Overall CTR CT CTR Trend
Software Services
Cloud
0.07%
0.12% Higher
Microprocessors 0.08% Higher
Network 0.12% Higher
Operating Systems 0.08% Higher
Fashion ItemShopping
0.06%0.06% Equal
Fashion 0.07% Higher
Mobile Phone Mobile Phones 0.10% 0.11% Higher
Mobile Phone Mobile Phones 0.07% 0.10% Higher
Delivery Services SMB 0.09% 0.35% Higher
Vehicle LaunchAutos
0.05%0.09% Higher
Green 0.05% Equal
Retail Sales Mobile Phones 0.46% 0.51% Higher
Software as Service SMB 0.06% 0.09% Higher
Computer Mac
0.10%0.12% Higher
Laptops 0.12% Higher
Case Study 2: Conversation Targeting Results
• Audience Expansion highly dependent on specificity of targeting
• Across the board CTR with Conversational Targeting proved Equal or Higher
Conclusions: Next Phases…
Expansion Audience Discovery & Conversational Targeting have both proved to be successful ways to expand audience.
• Expansion Audience Discovery:– Use a known audience to find new audiences and like content
to expand inventory.
• Conversational Targeting:– Leverage relevant conversations to place brands where key
product decisions are being made.
Next Up: Use a combination of both technologies across huge swaths of Independent Web to create massive scale and high performance.