Targeting Audience out of Context = Telemarketing
Recent estimates of available online ad impressions have been quoted in the trillions. As a buyer, how do you find the impressions you need to deliver your campaign? Exchanges? Let RTB take care of it? Use white-lists or black-lists? Do you use just an audience buy because it’s all about the audience and it doesn’t matter what content your audience is engaged with at the time, or are you among the few that realize that audience + context is a better targeting approach?
Wayne Gattinella, WebMD’s CEO said it best at a recent conference, “Targeting out of context is like telemarketing.“ At Proximic, we feel the same way, if you are targeting purely on audience then you are ignoring the primary reason why your target audience is online. Audiences come online to get the content they want, they don’t come to read ads. If targeting audiences is so important to your campaign, why risk wasting your client’s money on impressions that aren’t in the right context. If you agree, the next question, can I add contextual data easily to my targeting criteria?
The answer is yes, with Proximic’s new Agents App on AppNexus. Proximic Agents help media buyers choose from the IAB’s standard taxonomy or build custom contextual segments based on keyword concepts built into the engine. While you build your contextual segments, you get a real-time view of available inventory on AppNexus.
Agents radically simplifies the process of adding contextual segments to you targeting criteria and also allows you to factor in real-time Brand Safety criteria such as Maturity Ratings (G, PG-13 and R) and Non-Standard Content Scorings based on the IAB’s Network and Exchanges Quality Assurance Guidelines, filtering out Adult, Accidents, Terrorism, Weapons, etc.). This allows you to not waste your spend on content that is not suitable for your brand. The real time inventory forecast also helps you avoid over-targeting because you see the impact of your targeting criteria based on the Agent profile that is being built.
If you are a Proximic customer, you will see the App in your bidder. If you are not a customer of Proximic’s data, you will see our App in the App Marketplace in the AppNexus Console interface. To get access to the App, send a short email to busdev [at] proximic.com.
