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.