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.
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It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year.Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches.Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available.Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches.Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast. Contact us today
My Experian Marketing Services’ colleagues and resident data experts Bill Tancer and Marcus Tewskbury answered the above question for marketers during our recent 2012 Holiday Planning Webinar. The webinar recapped key 2011 holiday marketing results, plus featured trends, benchmarks and recommendations for a successful and profitable 2012 holiday shopping season. Here are a few cool facts: For the first time, last year’s Cyber Monday beat Thanksgiving Day as the busiest online shopping day of the year Facebook and Pinterest were the top traffic sources to the Experian Marketing Services Retail 500 Pinterest visitors most often went to etsy.com and amazon.com from the pinterest.com site Dynamic content in emails can drive up to a 70% lift in open rates Tying web, email and in-store promotions together enhances the shopping experience and improves sales The bottom line is that marketers need to understand where there customers are, when they are there, and what they are doing. Armed with that knowledge, you can deliver personalized and targeted holiday messages that are sure to make this shopping season merry and bright (and profitable!). View the webinar to learn more. Contact us today
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