Advertisers are always looking for ways to improve the targeting and effectiveness of their campaigns. One strategy that’s gaining popularity lately is using curated private marketplace (PMP) deals, allowing advertisers to buy premium ad inventory in a private auction environment. But how do data providers and PMPs work together to make PMP advertising more successful?
What is a private marketplace (PMP)?
Advertising PMPs, or private marketplace deals, are a type of programmatic advertising where advertisers and publishers negotiate and set up a direct deal between themselves to buy or sell advertising inventory in a private auction environment. In PMP deals, publishers can make their premium inventory available to a select group of advertisers, who can bid on it in a private auction using demand-side platforms (DSPs). These private auctions typically offer higher-quality inventory and a more targeted audience than open exchange auctions, which are accessible to all advertisers. However, traditional PMPs had their limitations, including often being limited to accessing inventory from a single publisher group.
Audigent takes PMP advertising to the next level with SmartPMPs
Audigent’s key differentiator is that instead of activating audience data from the DSP, which is the industry standard, they integrate directly with supply-side platforms (SSPs). By taking this route, audience data and inventory from hundreds or even thousands of publishers can now be packaged together into a single deal ID / SmartPMP. SmartPMPs empower media buyers with the ability to access and buy against unique, customizable data segments on premium curated publisher inventory in combinations that otherwise would not have been available.
Activating data via the supply-side also enables supply-side optimizations. This means that instead of simply being a data provider, Audigent plays an active role in the success of media buyers’ programmatic campaigns by optimizing toward performance goals in coordination with demand-side buyers. The result is the full alignment of demand- and supply-side technologies for the first time in programmatic.
SmartPMPs drive campaign performance
Audigent performance data compared to the programmatic open exchange:
How Experian and Audigent partner in PMP advertising
Experian and Audigent collaborate using Consumer View audience data. By supplying valuable insights into users’ interests, behaviors, and demographics, we help advertisers create more targeted and personalized ad campaigns with Audigent. This can lead to higher engagement rates, greater brand awareness, and increased conversions for Audigent and Experian clients.
By activating Experian data via Audigent SmartPMPs, advertisers unlock the ability to reach highly engaged users across premium, curated inventory sources on key channels like connected TV (CTV), display, video, and more.
Unlock the potential of programmatic advertising with us
Our strategic collaboration with Audigent is transforming the programmatic advertising space. Our partnership enables our customers to tailor their ads directly to their desired audience. This elevated personalization results in higher conversion rates and optimized campaigns for superior ROI performance.
Contact us for more information about our digital audience segments on the Audigent platform. To learn more about our partner Audigent, visit www.audigent.com.
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Usually a new year means looking ahead – it’s a fresh start where marketers look forward to making the most of their business resolutions for the new year. This post is anything but that – we’re asking marketers – specifically retailers – to take a look back at the Holiday selling season because there are a few steps to take in order to finish out strong and THEN start the new year off right. Kamal Tahir, director of product management at Experian Marketing Services, has outlined steps retailers can take to end the year – and start the new one strong. He outlines specific steps retailers can take to get ahead of their competition and keep the holiday sales momentum going strong into the new year. For example, have you thought about how to address product returns? Giftcard redemption? Rewarding loyal customers? Read about the steps you should take to close out your 2011 Holiday season and improve your chances for an even stronger 2012 in his article on Retail Online Integration’s website at http://www.retailonlineintegration.com/article/happy-post-holidays-marketers-5-focus-areas-how-make-count/1. Happy New Year!
If you live in an early primary or caucus state, you’ve probably already had your fill of political advertising. According to The Washington Post, politicians and political groups spent more than $23 million on campaign television ads as of December 1, 2011. With record ad spending predicted for the 2012 election, the rest of the nation will soon be bombarded with television ads “approved by” politicians from the left, right and the center of the political spectrum. Candidates and those groups that support them need to know where to allocate their ad dollars to either connect with their base or reach swing voters. Experian Simmons analyzed the viewing audiences of over 600 broadcast, cable and syndicated TV programs that were measured in our most recent National Consumer Study in order to pinpoint opportunities for politicians to reach partisans and middle of the road voters. This analysis has already gathered the attention of major media outlets, including Entertainment Weekly, The Washington Post, AOL, Huffington Post and more. Below are the entertainment and news programs that score the highest concentration of liberal Democrats among their viewers, Conservative Republicans and Middle-of-the-Road Voters registered with any party. Be sure to check out our free 2011 PoliticalPersonas report in which Experian Simmons delivers the mindset of the American voter, including attitudes, brand preferences and their penchant for social media. You can also check out a similar analysis of TV preferences of political partisans that we conducted last year here and here.
Social media continues to be one of the fastest growing industries online. Between September 2010 and September 2011 visits to Social Networks and Forums have increased by nearly 11% and, if you saw my Internet clock blog last month, social media accounts for nearly a quarter of all time spent online. But when are people engaging with social media the most? We took a look at the UK Internet visits to the Social Networks and Forums category each month between 2009 and 2011. We then averaged those visits across the months to see the seasonal trends with social media. What this shows is that social media usage is at its lowest at the beginning of the year and climbs throughout the course of the year towards a peak in December. Over the last three years December has always seen the peak of online visits and in fact last Christmas Day Facebook overtook Google for the first time ever in terms of UK Internet visits. We know that Christmas is a very social time and a time for sharing messages with loved ones, friends and family, so the increased visits to social networks during December is to be expected. More generally, what this graph shows is that social media observes two seasonal trends. The first is an early summer peak in visits in June, before a decline in visits in July and August. This seasonal dip in July and August can be explained by summer holidays where people are more likely to go abroad and therefore less likely to be using social networks. The second seasonal trend is a recovery in visits in September and October before a yearly peak at Christmas. With students starting university terms, kids going back to school, and the working population returning from holiday this would account for the increased interaction in September and October before the Christmas surge. In particular what we’ve seen in September data is a resurgence in market share of visits to Facebook, which bounced back after the summer dip to account for nearly 52% of all visits to a social network. The message here for brands who want to capitalise on social media traffic is to start implementing their social strategy now rather than waiting for Christmas. As October is the second busiest month of the year for social media visits we are expecting over 800 million hours to be spent on social networks this month, which represents a huge opportunity to engage with new and existing customers online. Follow Hitwise UK on Twitter.