Expanded definition of Web Analytics

• Web Data that informs media planners on the buy/sell side of the house on Programmatic Media.

• While Classical Web Analytics (previous deck) can be useful to publishers to better understand how their own content is accessed and valued, it is of no assistance in understanding the content or advertising on other web sites.

• Ad Buyers can use third party Web Audience Tools such as ComScore, Quantcast and Compete to better understand the audience on sites other than one’s own.

Use ComScore MyMetrix to understand the demographics of websites to run Programmatic Ads on.

Advertisers wishing to run Programmatic Ads can get fairly granular readouts from ComScore MyMetrix

Advertisers wishing to run Programmatic Ads can get the overlap of shared audiences from two or more sites (cross visiting) from ComScore MyMetrix

Using ComScore AdMetrix Advertiser report you can find out many of the places Ads actually ran

You can also view and save the Creative from and Advertiser (total internet) or on a specific site, for analysis

You can also view the Products and Advertiser ran ads online ads for.

Can also see which advertisers ran ads on a specific publishers website such as the New York Times.

Identify top Sales Prospects for the NYTimes.com

Identify top Advertisers in a Industry/Category such as Education.

Find out what Automobile Makers are spending on online advertising.

Find out the 6 month advertising trend for specific industry players such as Toyota, Ford and Honda

Find the best publishers to run Programmatic Ads on

Find which publishers Starbucks ran their “social ads” on.

Find Advertisers “social ads” on a particular Publishers site.

There is a lot of information such as the media spend per industry/product to chew on for a Media Planner

You can also get Demographic and Traffic information from Quantcast – esp. if the website is sharing their data, otherwise it is estimated.

Compete.com Pro has a lot of great Web Data, including Demographic and Keyword Data that can help Media Planners

Compete.com Pro has a lot of great Web Data, including Demographic and Keyword Data that can help Media Planners

Media Planners can consult Compete.com Related sites to grow their house list with.

Media Planners can use Compete.com Site Finder tool to hone in on a particular audience based on site metrics and demographics

Media Planners can use Compete.com Site Finder tool to hone in on a particular audience based on site metrics and demographics

Media Planners can use Compete.com Keyword Destination Tool to find sites that searchers go to who are searching using that keyword.

Media Planners can look at the traffic flow aggregated by categories –helping to understand audiences needs

Media Planners can also consider using tools such as Statsocial to get Social Media Consumption habits that can inform Programmatic targeting

Find what your customer in specific location wants and is doing with Geofeedia.

Find what your customer in specific location wants and is doing with Geofeedia.

Summery:Media Planners have a rich source of third party “Web Analytics” type data (in the expanded sense of the word) which can be used to improve the results of Programmatic Advertising