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8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
1/27
AudienceScience Market Intelligence 2011
Welcome to the Evolution
Audience Based Marketing - Now and Moving Forward
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
2/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Table of Contents
Executive Summary 1
The March Towards Sophisticated Audience Targeting 3
1. Aggregating multiple online and offline data sources 5
2. Go beyond basic page view activity 5
3. Leveraging data management platforms to control and manage ongoing campaign data 6
4. Defining and building precise target audiences 6
5. Connecting audiences with available inventory across multiple buying and selling points 6
6. Employing campaign insights to optimize and refine targeted campaigns 7
7. Providing control, transparency and reproducibility for future campaigns 7
Defining your Audience Strategy through the Behaviorally Driven Marketplace 9
Defining Lookalike Behaviors to Deliver Audiences 11
Looking Beyond the Lookalikes 15
The Audience Targeting Shift: Finding the New Path 17
Changes for Advertisers 20
Arrival of the Automated Infrastructure 20
Conclusion 21
Glossary of Industry Terms 23
About AudienceScience
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
3/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Executive Summary
If theres one thing we can guarantee in todays dynamic online advertising ecosystem is that it will
continue to change. During the past few years, new technologies and digital ad serving, analytics
and media buying and selling tools have emerged and have fundamentally changed the industry.
Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver
more effective, efficient campaigns. Yet, outside of these rapid advancements the overall focus for
advertisers and publishers is based on the same fundamental question: How can I get the right
message to the right consumer at the right time and in the right place in order to achieve the
objectives of my campaign, whether its improving the perception of my brand or getting them to take
an immediate action?
Of course reaching the right audience is paramount for campaign success and finding and reaching
those consumers willing to pay attention and convert is the ultimate goal for any campaign.
The core of any successful online advertising campaign is based on the need to connect with those
consumers who will be most interested and receptive to the advertisers message. While traditionally
advertisers and publishers have employed practices focused around broad targeting techniques or
have been using modeling to pre-define audience segments to accomplish this task, the reality is
that one size fits all marketing doesnt work well in this context. Because the consumers who see
these ads represent a very diverse range of needs and desires, to be successful, advertisers and
publishers need to have access to an ongoing understanding of who their best customers are, what
they want and need, and what they will respond to.
The audience targeting path to the future requires a data-led way of thinking about the needs of
advertisers and subsequently their customers. Its no longer about going after the low hanging fruit
or broad mass markets. Its now based on sophisticated learning to create meaningful audience
segments that allow advertisers and publishers to advance their relationships with consumers in a
more personal, relevant and timely manner.
This report will explore the emergence of data-driven audience targeting and will reveal some of the
ways that publishers are embracing newer actual data tools to create dynamic audience segments
that are more flexible and truly able to meet the needs of advertisers.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
4/27
The MarchTowards
SophisticatedAudienceTargeting
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
5/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
The March Towards Sophisticated Audience Targeting
While huge technological advances have come together to create unprecedented online
audience targeting capabilities, at the heart of any effective advertising campaign (on or
offline) lies the ability to get the right message to the right consumer at the right time so that they
take action and for the right price.
Today, online publishers and advertisers have access to a depth of targeting data never seen before.
From site specific analytics and actionable metrics to an abundance of 3rd party sources, they have
an abundance of riches to work with. However, while this explosion of data is the fuel powering the
new online advertising ecosystem, without the intelligence to understand and apply all this data, it
often has little value.
The evolution of targeting is very much the evolution of data. As marketers confidence has grown inthe value of online advertising, they are now demanding greater precision and looking to replicate the
targeting sophistication of offline in the online environment.
Weve seen the move from a reliance on broad targeting options such as geo-targetingfocusing on
location rather than peopleand contextualwhere site was proxy for audienceto demographics,
and defining the classic age/gender/income segments. The advent of behavioral targeting saw
greater use of data to identify targets, with one or two online actions defining audience segments.
This was the forerunner to the emergence of much more sophisticated data-driven audience building.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
6/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Today, audience targeting is about driving real value through an audience strategy: a combination of
targeted campaign data, ad serving technologies and partnerships with advertising networks, media
buying channels and third-party data providers. Ultimately, the goal is to find intelligent ways to
combine these elements so that cost and waste are reduced and advertising messages are positioned
in a way that they deliver the most relevant message to the right consumers. Channeling all these
elements is complex and today requires data management technologies to deliver true audience insight
and targeting. In particular it requires platforms to:
1. Aggregate multiple and diverse online and off-line data sources
2. Go beyond basic page view activity
3. Provide a single audience targeting platform that allows advertisers to
control and manage ongoing campaign data
4. Define and build precise target audiences
5. Connect audiences with available advertising inventory across multiple
buying and selling points
6. Employ campaign insights to optimize and refine targeted campaigns
7. Provide control, transparency and reproducibility for future campaigns
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
7/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Lets explore each of these features separately:
1. Aggregating multiple online and offline data sources
In the world of marketing, targeting is king. And in the world of targeting, data rules supreme!
To be effective, targeting requires real intelligence and understanding that is often built on diverse
and very granular data. Creating an audience based on a single point of criteria like age or gender
is rarely sufficient to get the job done. Because real people are never that limited in their scope and
needs, advertisers need access to data which can help them to construct multifaceted targeting
personalities more in line with the real people that they represent. This information often exists both
inside and outside an advertisers business.
Traditionally, valuable internal audience data is often scattered across different areas and channels of
a business. Attempting to bring it together in the past has been, at best, logistically very difficult. The
result is the loss of valuable intelligence which businesses can use to better understand the needs
and behaviors of key customers. Often, by default, the lack of this data means that advertisers end
up settling for simple customer snapshots on which to base their targeting. This lack of insight dilutes
and distorts campaign targeting effectiveness by limiting the criteria being used to reach the ideal
customers and not just those that share similarities.
Any effective audience targeting campaign management process needs to include the ability to
connect disparate data points with one another by collecting, importing and collating huge volume of
data from different sources into a single platform. This can include internal data, such as from past
marketing campaigns, as well as ongoing web site traffic patterns, such as through measurementof content most often read, number of searches made, specific actions taken, sites/sections/pages
visited, site registration information, etc.
Today, this combination of rich online data is now being melded with off-line data that includes
demographic, psychographic, lifestyle, product registration data, attitudinal and transactional data
points (among others) to create a much deeper targeting model.
2. Go beyond basic page view activity
There is tremendous value in drawing from the words on site pages, the on-site search terms, the
referring search activity, on-site actions/events (like calculators, e-mailing articles, dealer locaters,
etc.), IP attributes, etc. This comprises a strategic technological course of action that is more
important than data collected from a basic data collection pixel. It is crucial to achieve competitive
advantage by getting all data on every possible page view, as opposed to a DMP that does simple
data collection through a container tag, or a conversion pixel on key pages.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
8/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
3. Leveraging data management platforms to control and manage ongoing
campaign data
Data is the fuel that runs any effective online targeting campaign. However, collecting data for datas
sake is like having a reserve of gasoline that only ever sits in a container in the garageuntil its put
to proper use, it has little value.
Because audience targeting campaigns can be very complex and because there are frequently
multiple channels, systems, and databases that all need to work together, it is paramount that
advertisers have access to data management tools which give them the correct insight and
understanding they need in order to make important targeting decisions.
By using a single platform to control and manage data, advertisers are able to collect and
apply granular insights and campaign optimization from multiple points of view and apply this
understanding to all their campaigns.
4. Defining and building precise target audiences
Accurate targeting requires the ability to define your audience explicitly, clearly and, most importantly,
accurately. Data management platforms empower publishers and advertisers to apply logic controls
so they can better manage audience segments based on their unique needs and allow publishers to
better understand, define, and build true audiences across multiple dimensions used to target online
advertising campaigns.
A key component to audience definition is having the tools to transparently understand what
elements define an audience. Too often there is a reliance on unseen algorithms or black box
solutions, and guesswork becomes a common default when defining audience segments. While this
may have been acceptable in the early days, the growing sophistication of online targeting, the need
to replicate the same target groups across multiple channels, and the greater awareness of data
quality and (sources) mean this is no longer sufficient.
5. Connecting audiences with available inventory across multiple buying
and selling points
In a multi-channel/multi-partnership/multi-platform environment it is essential that any audience
segment built can be shared and used, based on the needs of the publisher or advertiser. With data
management platforms, the tools also need to offer total control of who has access to and use of
any segment. At the same time, the platform must offer the flexibility to allow different audiences
to be bought, sold or shared across the multiple partnerships that operate in the online advertising
ecosystem.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
9/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Although primarily used today for online display advertising, any data management platform should
also be flexible enough to allow it to work across a multitude of channels. From measuring video
campaigns through to mobile, the platform should offer real channel connectivity, ensuring that
audiences can be defined and reached based on campaign needs and not siloed by channel.
Such flexibility also has applications for offline activity. Advertisers should have the ability to tie inaudience targeting between online and offline sources, enabling truly integrated campaigns to be
developed and executed.
6. Employing campaign insights to optimize and refine targeted campaigns
Any effective platform needs to offer a suite of reporting and analytics to drive audience optimization
and to meet and maximize overall campaign performance goals.
Providing the granularity of intelligence for fine-tuning audience targeting definitions is essential in
order to focus on the key data drivers that comprise an audience. However, this needs to be coupled
with the real-time capabilities so that campaign performance can be fine-tuned and new parameters
tested and implemented mid-campaign.
7. Providing control, transparency and reproducibility for future campaigns
When working with multiple parties and media producers, the concept of target audience can get
lost in translation, as each partner may define an audience differently. Any effective data management
platform should give advertisers control of definitions rather than accept another partys interpretation
of it. This then provides the ability to judge the effectiveness of different channels by comparing the
performance across multiple media sources to further optimize campaigns.
With advertisers controlling how audiences are defined, real transparency is possible by sharing an
understanding of exactly which data points an audience is based upon. As mentioned previously,
blackbox solutions prevent such transparency from being possible. In turn, this makes it very difficult
to see what drives an audience, whether the original audience truly reflects the profile required by the
marketer and how profiles can be refined and optimized during a campaign.
The ability to build and save an audience on a data management platform ensures this same segment
(and its associated definition) can be used in the future, with the marketer having the reassurance
it will be replicated exactly. This gives publishers the confidence that when advertisers repeat
a campaign they will deliver to the same audience and enable advertisers to replicate successfulcampaigns and accurately compare results.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
10/27
Defining yourAudience Strategy
through theBehaviorally Driven
Marketplace
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
11/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Defining your Audience Strategy through the Behaviorally
Driven Marketplace
P erhaps the biggest challenge for advertisers today is in how they define the criteria neededto identify target audiences. The traditional obsession of mass media advertising aroundvolume has trained many advertisers to focus their efforts on ways they can reach the greatest
number of consumerswith little consideration as to who they are or what they want or need. Apart
from the time and money these practices waste, the sad truth is that these forms of advertising
generally reach a vast majority of consumers for whom the message is pointless or irrelevant.
Reaching targeted audiences is a necessary ingredient for todays advertisers. This means that
publishers need to be able to help define the needs and interests of site visitors on an ongoing basis
so the data can be paired with an advertisers message to allow the right consumers to come incontact with messages that are most timely and relevant to their needs and interests. However,
identifying what a consumer wants and needs is the first major hurdle that both publishers and
advertisers need to get over.
One of the main challenges that all advertisers face is that audiences of all kinds are constantly in a
state of flux and even seemingly easy to define consumer needs change from moment to moment.
For example, a consumer looking to buy a new car may express all sorts of indicative behaviors in
their online behaviors through the sites they visited, the themes of the content they access and the
ads they interact with. If they match all of the points of criteria that a publisher has set out to help
identify them, they can easily be targeted as a consumer showing a strong interest in buying a new
car. This is a perfect scenario right up to the point where that consumer buys a new car. Right after
that point the model falls apart. In fact, this consumer immediately shifts from being highly receptive
to offers for new cars to not being receptive at all! To keep reaching a consumer with a targeted offer
after the fact is largely useless and can even create a negative branding effect.
This is one of the challenges around simple retargeting. Although currently a very popular and often
effective solution, compared with data-driven targeting, it can be unsophisticated and the danger of
not building in an element of recency means consumers will continue to be targeted long after they
have actually made the purchase.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
12/27
DefiningLookalikeBehaviorsto Deliver
Audiences
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
13/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Defining Lookalike Behaviors to Deliver Audiences
The core of any successful audience strategy is based on how effectively publishers can
reveal and decipher human behaviors when consumers are in the buying window for a
product or service. While overall human behaviors can be complex, there are plenty of consumer
behaviors that offer a predictive outlook as to their thoughts and intentions in the future.
Often, the inability of some platforms to harvest and handle behavioral data at scale and in the
necessary volumes required to build meaningful audiences means different approaches need to
be adopted.
To make up for this lack of actual data, advertisers are often restricted to what they can model
out or observe directly. As a result, we have seen the rise in use of lookalike modeling to define
audiencesa technique used in the offline world to fill in the gaps when actual data is at a
premium. This approach is based upon the idea of identifying the behavioral pathways of a small
group of known customersoften derived from broad survey information around demographics
and interestsand using this information to help define users with similar characteristics, hence the
term lookalikes. By modeling out, this allows a larger audience segment to be created. Although
a recognized approach, these lookalike audience segments represent a much less sophisticated
and accurate audience targeting strategy, as real data will always be the most valuable for delivering
insight and precision. For example, in the offline world this is reflected in the fact such lists would be
cheaper to buy than those built purely on actual data. As a result, lookalike targeting can be limited in
its usefulness for several reasons.
The first is that lookalike targeting makes predictive assumptions about a consumers behavior based
on the behaviors of other consumers. While this approach may bear fruit, the challenges that most
publishers face is that these suppositions are based on best case guesstimates thinking and not
real ongoing consumer behaviors.
For example, anybody who has ever been a parent has certainly gone through a shift in their personal
perspective of the world and in how they behave. However, the simple act of becoming a parent
doesnt prescribe a universal set of behaviors that all parents suddenly follow. Certainly there are
clear distinctions between the needs, attitudes and behaviors of consumers who are raising children
compared against other consumers who have never had children, but there is still a huge amount of
variability within the group being classified as parents stemming from factors such as the age of
their children, lifestyles, educational concerns and possibly thousands of other points of criteria.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
14/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
This means that a publisher looking to create a target audience segment surrounding the ongoing
needs of parents would need to have clearly defined criteria in place to sort this larger group into
perhaps dozens of smaller audience segments in order for it to be useful to many advertisers.
Segments that are too generalized are still going to reach a large number of the wrong consumers.
The second challenge is around accuracy. The accuracy of any model is driven by the proportionof actual data used to derive it. The smaller your sample size and the less real data used, the
more guesswork is needed. Modeling from small volumes on often broad data fails to provide
the differentiation and discrimination that building targeting around actual data delivers, leading
to potentially a number of inaccurate suppositions to be made. For example, say a marketer was
creating a campaign to drive traffic to a site that sold tickets to football games. Looking at a small
sample may indicate that the target audience is mainly men between the ages of 18 and 50a
supposition that seems plausible. However, using only these criteria to target an audience excludes
the possibility that there are also plenty of women who are football fans. This scenario also doesnt
take into consideration that not all men in the target gender and age range will be football fans. It also
doesnt take into consideration the other interests that sports fans in general may have which could
be used to drive additional interest and traffic to sites that address these needs and desires.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
15/27
While these initial targeting suppositions may sharpen the marketing focus somewhat, it still offers
an incomplete picture of who the audience really is and what they really want or need. In order to be
effective today, advertisers need to tightly sharpen the targeting focus to take into consideration real
behavioral data that can better show them where their audience is based on a flow of actions and
behaviors that cares less about specific data points like gender and age and instead looks for criteria
that can be associated with, for example, football fans behaviors and more specifically football fans
who buy tickets to games.
Inherent in the lookalike model is that users with similar characteristics will act in a similar manner to
the group the model was built on. However, this makes a very broad assumption that they will also
be in the market for the particular offering. People are only in market for a short period of time and
although you can identify similar group characteristics through modeling, this is very different from
having a genuine interest in something and being in the buying window. As a result, you are often
faced with the situation of reaching audiences that are not interested in your offering.
Finally, using the lookalike approach needs to be seen in the context of the reach/relevancy
argument. By its very nature, actual data will lose out when it comes to reach. However, extending
reach requires targeting to be much broader and accuracy to be sacrificed. Again, a mass market
mentality moves away from the fundamental need to reach a defined targeted audience.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
16/27
LookingBeyond theLookalikes
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
17/27
Looking Beyond the Lookalikes
While lookalike modeling can be valuable and does have a role to play, even taking into
account clever analytics and a skilled data analyst, modeled data can never be as
powerful as actual information. Its therefore important to recognize the difference between known
data and imputed data.
For advertisers, effective marketing is less about finding an audience than meeting their campaign
objectives. In short, advertisers want to see a positive yield from the time, resources and money they
put into their advertising. Reaching the right audience is only the first step to making this happen.
Mostly, advertisers want to reach the right consumers who will be most likely to respond favorably to
their campaign.
In order to do this, advertisers need to have access to audience segments that are continuouslybeing revised and refined to spot consumer behaviors or trends that indicate which consumers are
potentially most receptive to an offer. This requires the use of real data feedback loops.
Real data feedback loops enable publishers and advertisers to eliminate guesswork by creating
transparent systems that show what is really happening during a campaign. For example, campaign
planners may decide on a target audience that they think will be most interested in a product or
service only to discover, by measuring the types of consumers who actually respond to the campaign,
that the people the advertiser wanted to reach and who showed up are two different audiences.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
18/27
The AudienceTargeting Shift:
Finding theNew Path
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
19/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
The Audience Targeting Shift: Finding the New Path
While audience targeting offers unprecedented insights into optimizing media buying
and ad placement, it is important to understand that these are not set it and forget it
programs nor are they self-sustaining.
Realistically there are no magical solutions in which audience segments manage themselves. Like
anything of value, audience targeting requires ongoing updates and changes to targeting criteria in
order to be effective. Its also worth mentioning that few publishers reach their precise targeting goals
on the first try. All segments require an evolution that is based on campaign feedback and collecting
ongoing consumer and site data.
Audience targeting is built upon a foundation that looks for the relationship between the people that
advertisers want to talk tothose consumers who have exhibited behaviors that indicate that theywould like to be part of the advertisers conversation.
In order to create these relationships, publishers first need to identify which aspects of a site visitors
behavior are most in line with those people who have met the advertisers needs in the past. These
behaviors are derived from 1st party data collected by the publishers themselves along with more
diverse 3rd party data being shared through ad networks, ad exchanges, social media sources, data
exchanges and, increasingly, via offline data.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
20/27
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
21/27
Changes forAdvertisers
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
22/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Changes for Advertisers
Recent advances in audience targeting have also provided advertisers powerful new tools for
better reaching consumers most likely to respond to their advertising and also most likely to
convert.
Because of the depth of data being used in audience targeting today, publishers and advertisers
can create much more granular profiles that address individual consumer needs. This precise level
of personal targeting is being coupled with advertising systems that can create dynamic display ads
that can rebuild themselves on the fly to create personalized and impactful advertising solutions to
enhance an advertisers audience strategy.
How advertisers are buying impressions is changing too. Unlike models of just a few years ago when
media buying was based on buying ad placement on specific sites in quantities of 1000 impressions(CPM), today automated buying systems allow advertisers to buy single impressions, when they need
them, from a wide range of publishers. This means that advertisers can reach their target audiences
across sites and pages as needed in a highly efficient way.
Arrival of the Automated Infrastructure
With the rise of Search Engine Marketing (SEM) platforms like Google, came the idea ofbidding on individual impressions as they were needed.
This concept was introduced into the online display market with the emergence of the advertising
exchanges and new media transaction platforms. As a catalyst to the streamlining of online
advertising, these platforms heralded the arrival of a host of new platforms, technologies and
three letter acronyms (including DMPs) to support the requirements of the buy side or sell side (or,
sometimes, both).
For more information on these entities, please see the Glossary at the end.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
23/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Conclusion
A
s target marketing matures and new systems are built from the real data being collected,
greater and greater focus will be on better ways to collect data and then how it can bemeasured, analyzed and continuously applied to engage consumers.
The rise of data management platforms means that publishers and advertisers are able to define
more specifically who their target audiences are and, perhaps more importantly, why.
In turn, this data will be used to drive largely automated media transaction systems that can take
on the most difficult tasks of identifying target audiences while they are in motion and using applied
criteria to instantaneously deliver ads so that contact between the right message and right consumer
can be accomplished consistently.
This evolution means that audience segments that are based on best scenario lookalike targetingwill continue to give way to solutions that are based on real and actionable data points. Data
management platforms take the guess work out of the equation for advertisers and publishers. These
new platforms allow for more accurate targeting by building audiences based on actual behaviors and
not just behavioral assumptions or broad, static survey responses. They also enable more relevant ad
placement by accurately measuring interest and intent (and not just related characteristics) to find the
right consumer. Perhaps the greatest benefit of the new data-driven platform is the flexibility they offer
advertisers and publishers. Instead of requiring that every nuance of a media buy is monitored, they
can instead allow the system to identify opportunity and place ads as required. Not only does this
free advertisers and publishers to focus on other important decisions, it also helps reduce points of
conflict between publishers and advertisers that often stem from instances where inventory may be
undelivered, resulting in make goods and other alternations to media agreements.
This evolution also means that buying impressions in large, broad clusters or trying to buy audiences
based simply around contextual markers will become much less efficient and less common. The
overwhelmingly good news for all digital advertisers is that this new efficiency will lead to a greater
percentage of successful ad placement and increasing Return on Investment (ROI).
As each of these new tools are put into place, the sophistication of the platforms to handle that
data will continue to grow and so will their accuracy and value. For advertisers and publishers who
embrace these solutions today comes the added benefit of standing out as more competitive inones market. It also means that late adopters will face a much greater challenge getting up to speed
should they wait too long.
At the end of the day, the benefits of accurate and actionable targeting are unquestionable. While there
are always challenges in adopting new ways to do business, having the right technology partners can
minimize those challenges and enable advertisers and publishers to reach those benefits more quickly.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
24/27
Glossary ofIndustry Terms
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
25/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Glossary of Industry Terms
There are times when the alphabet soup of new terms, acronyms and buzz words can
make even the most seasoned veteran feel like a stranger in a strange land. Hopefully this
glossary of the most common terms will help you navigate the online advertising landscape.
Ad Exchange
Ad exchanges provide a sales
channel to publishers and ad
networks, as well as aggregated
inventory to advertisers. They
provide a technology platform that
facilitates automated auction based
pricing and buying in real-time.
Data Management Platform (DMP)
A single platform for aggregating and managing multiple
data sourcesat scaleand then enabling transparent,
precise audiences to be defined and targeted. These
platforms deliver reporting and campaign insight to help
drive optimization and refined targeting.
Day-part Targeting
The process of placing ads onto web pages using time of day, day of week or seasonal events as the
criteria for placing a relevant message in front of consumers. An example would be running ads for coffee
or breakfast foods during early morning hours.
Ad Network
Ad networks provide an outsourced sales capability
for publishers and a means to aggregate inventory and
audiences from numerous sources in a single buying
opportunity for media buyers.
Behavioral Segment
Refers to a group of consumers
who share similar targeting
characteristics, i.e., people who
show specific interest in a new car
purchase or who exhibit behaviors
that are consistent with people
raising children.
Contextual Targeting
The placement of display or text ads on a web page based
on the relationship between the ad content and keywords
that exist on that page.
Data Exchange
An auction-based marketplace
allowing publishers to sell
aggregated anonymized audience
data to advertisers, agencies and
networks.
Centrographic
Targeting
Refers to targeting
criteria based on
cultural markers
associated with a
geographic area. i.e.,
language, climate and
traditional behaviors
are all examples.Client Side
Refers to actions that take placeon the consumers computer
including requests for web page
data and functions performed by
computer applications being run by
consumers.
Behavioral Targeting
The process of using a
consumers behavior or
online activities on the
web to help determine that
consumers needs, areas of
interest and mood for the
purpose of matching that
consumer with ads that meet
those areas of interest.
Ad Impression
Refers to a single ad placement on a web page.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
26/27
AAsian
Imports
AsAuto Shoppers
Ae
Auto Enthusiasts
CiCrossoverIntenders
CsCoupe Shoppers
EcEconomy Intenders
DbDomestic Buyers
Lb
Luxury Buyers
Ai
Auto Influencers
PE
Se
TrTruck Buyers
Ani Cf
HfHorror Fans
Dr
EiEntertainment
Influencers
MlMusic Lovers
VgVideo Gamers
TvTv Enthusiasts
XBoxXBox
Enthusiasts
NdsNds
Enthusiasts
RsRomanticShoppers
AfAction Fans
Ca
DvdDvd Buyers
MgMovie-Goers
ViVideo GameInfluencers
Ps3Ps3
Enthusiasts
FamFamily
Shoppers
WiiWii
Enthusiasts
SfSci-Fi Movie
Shoppers
BtsBack-To-SchoolClothing &
Sp
WvWinter Sports
SrSummer
WsWinter Clothing
Shoppers
Auto LoansFootball
Enthusiasts
Business DecisionBi
Career Seekers
BdBusiness
CasCredit CardApplicants
Ca
EducationSeekers
Ha
InsuranceShoppers
EsHomeAccountants
IReal Estate &
Mortgage Shoppers
Re
RetirementPlanners
Se
Small BusinessOwners
RpSavvy Economic
So StStock Trader
GeGolf
Enthusiasts
H
Hispanic
LmLife Milestones
MbMom & Baby
MMen
NyNew Years
Resolution Makers
OeOutdoorEnthusiast
PmPolitically Minded
Individuals
PiPoliticalInfluencers
PpProud Parents
SSingles
SocSocial
Networkers
MpUS MilitaryPersonnel
BcBudget Conscious
Bea
AcAffluent Consumer
HsHoliday Shoppers
Hh
HiHome Improvement
Enthusiasts
OsOnline Shoppers
RRetirees
PlPet Lovers
HwHealth & Wellness
Advocates
SbSports Buffs
WWomen
DfDiet & FitnessEnthusiasts
FsFall Clothing
Shoppers
AaAfrican
American
ArtArt & CultureEnthusiasts
EaEco-AwareIndividuals
FanFantasy Sports
BtsBack-To-School
Clothing & Supplies
HdHoliday Dinner
Planners
SpSpring Seasonal
Shoppers
VVa
BtgBack To School
Computer & GadgetShoppers
LvLas VegasTravelers
CvCruise
Vacationers
HtHawaii
Travellers
BtBusiness
Travelers
CtCaribbean
Travelers
CeCell Phone
Enthuisiasts
CoComputerShoppers
MtMexico
Travelers
Gl
Gadget Lovers
HgHoliday Gadget
Shoppers
TiTechnologyInfluencers
Third Party Cookies
Refers to cookies that are placed on a consumers
browser by advertisers or other technology providers and
not the web site publishers.
Demand Side Platform (DSP)
Also called buy side optimizers or buy side
platforms, Demand Side Platforms provide
centralized (aggregated) media buying from multiple
sources including ad exchanges, ad networks and
sell side platforms, leveraging real time bidding
capabilities. This allows advertisers to bettermanage their media buying across multiple sources
of inventory to ensure they are purchasing the most
valuable inventory to them based on the needs of
their campaign.
Predictive Targeting
Targeting model using onsite surveys
or other third party data to define the
characteristics of an audience. Using
the profile, lookalike users are identified
displaying similar characteristics to
build up a larger universe.
Real Time Bidding (RTB)
A function of the real time trading of
impressions in an auction environment,
RTB allows the buyer to decide (in real
time) whether to bid or not bid for a
specific impression based on additional
data they have. In addition, the buyer
decides the bid price based on the
perceived value of the impression to
them. From the sell side, RTB provides
the opportunity for publishers to better
monetize their inventory.
Retargeting
Refers to a form of audience targeting in which 1st and 3rd
party cookies are used to determine a consumers previous
interest with a sites offering. Retargeting allows advertisers
to reposition ads in front of that consumer on sites other
than their own in the future in an effort to get the consumer
to return to their site and continue the relationship.
Semantic Targeting
Refers to page targeting based on the explicit meaning
of the words on a web page and not just keyword
relationships. Helps to better define contextual relevance in
which keyword meaning and ads may be poorly matched.
Server Side
Refers to functions and operations that are performed
on the publishers server and not those of the
consumer.
Supply Side Platform (SSP)
Also known as yield optimizers or
supply side optimizers, they provide
outsourced media selling and ad network
management services for publishers. They
allow them to manage their ad inventory
and maximize its value by making it
available to as wide a range of potential
buyers as possible.
First Party Cookie
Cookies which are placed into a site visitors
browser by the web site publisher to denote
an existing relationship.
IP Targeting
Refers to targeting geographic audiences
based on the physical locations of their
computers and networks.
Psychographic Targeting
Targeting model based on the beliefs, attitudes, interests
and opinions of consumers. Often considered the
essence of what drives many consumer decisions.
Technographic Targeting
Refers to targeting that is based on
the technology that a consumer uses
to access the Internet. A computersfeatures, CPU speed, browser type,
web access speed and 3rd party plug
ins can all be used to help identify a
consumers ability to view specific
content like Flash-based web content
and digital video.
Market Intelligence Report Welcome to the Evolution
8/3/2019 Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
27/27
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