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.
Latest posts
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today!
The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today
As many folks within the email eco-system probably know by now, Spamhaus, an organization known for compiling several widely used anti-spam lists, has been extremely active this week. Over the past week, Spamhaus has listed a number of potentially hazardous IP addresses used by some of the world’s largest email service providers due to the way their newsletters signups are set up. According to most of the listings, Spamhaus has stated: Unfortunately, the said newsletter service is not verifying the email address of new subscribers. Due to this, the service can be easily abused to "listbomb" internet users. Problem resolution ============================ The newsletter service needs to clean up their email address list and ensure that bulk emails are only being sent to recipients who have verifiably subscribed to their bulk email service. In addition, the newsletter service should take appropriate actions to prevent further abuse of their service: a) Implementing CAPTCHA to prevent automated subscriptions b) Implementing Confirmed Opt In (COI) to prevent abusers from adding random email addresses to the newsletter service that are not owned by the subscriber For the most part these listings should not directly impact marketers’ current ability to send their campaigns and reach their customers as they are listed as “warnings” within the Spamhaus system. What is important to understand is that these types of listings will likely continue to happen as Spamhaus has seen a dramatic increase in malicious use of newsletter sign-ups to "email bomb" various addresses, especially government (.gov) domains. While we understand that implementing CAPTCHA, or COI into any marketing system is not something that can be done quickly, Experian Marketing Services has recommended that our clients begin to investigate how they can potentially implement this process into their newsletter sign-ups. By asking customers to simply perform the CAPTCHA check, it will not only protect marketers from adding addresses from automated signup systems, but will also reduce the possibility of being listed with Spamhaus for these types of issues in the future. Some additional resources: Massive Email Bombs Target .Gov Addresses Subscription bombing, ESPs and Spamhaus, August 15, 2016 by laura in Best Practices Comment on the latter blog post on WordtotheWise.com from the CEO of Spamhaus: Excellent well summarized article Laura. No, we’ve not changed SBL policy to require COI. It’s something we very strongly advise but we cannot make a requirement. We’ll have to consider it if list-bombing of this magnitude cannot be kept in check by list managers. This incident involved a large number of government addresses belonging to various countries being subscribed to very large numbers of lists in a very short space of time by scripts run by the attacker(s). Most of the lists hit by the attack used COI and therefore only sent confirmation requests and did not subscribe any addresses. The attack undoubtedly also hit lists which used Captcha in addition to COI and thus did not even proceed to COI (those list admins deserve some sort of community ‘hi 5’ award, since one can imagine how hard it is to convince one’s management to implement COI let alone put Captcha in front of it). The issue is the badly-run ‘open’ lists which happily subscribed every address without any consent verification and which now continue as participants in the list-bombing of government addresses. These we are trying to address with SBL listings to prompt resolution by the Senders. As you noticed, most of these particular incident listings are for IPs ending “.0/32” which does not cause any mail issue to the Sender and is deliberately used where we have a good relationship with the Sender and know they will act quickly on the alert. Steve Linford Chief Executive The Spamhaus Project