Publishers are finding it harder than ever to maximize the true value of their audiences.
- CPMs continue to decrease
- Run-of-site inventory remains unsold
- Real-time bidding reduces premium ad sales opportunities
Crowd Science allows publishers to harness the power of their visitor data with audience targeting to increase ad revenue. SEGMENT + TARGET is a unique audience segmentation and targeting solution that transforms low CPM run-of-site audience into first party, high-value branded audience segments.
First-party audience segments
Using first party data from our innovative and highly accurate AUDIENCE solution, SEGMENT + TARGET provides large-scale audience data collection and customizable segmentation with seamless audience targeting capabilities.
- Increase CPMs by converting run-of-site inventory into branded, first party audience segments
- Extend audience reach by finding more of your most valuable audience
- Improve audience ad targeting & serving efficiency
- Integrate easily with ad servers, DMPs, and other services
Your locally grown data
Reliance on third party vendors for audience targeting is a risk for publishers. Third party intermediaries have established themselves as the panacea for decreasing CPMs and poor ad targeting efficiency. But over time they are also commoditizing publishers’ rich and unique audiences, siphoning away long-term value, eroding CPMs and making it harder to grow revenue.
SEGMENT + TARGET is unique – enabling publishers to organize their own audience in a completely new way while maintaining control and value with first party data.The solution works by providing a platform that leverages a powerful combination of psychographics, behavioral and contextual data with machine learning on a massive-scale. This technology increases ad revenue and improves targeting efficiency.
How it works
SEGMENT + TARGET is part of CITRUS™ from Crowd Science, a holistic technology platform that closes the loop on audience research, measurement, segmentation and targeting.
Audience measurement is first applied to a publisher’s sites and sub-sites to create a foundation of robust audience demographics and psychographics at a deep & granular level. This survey-based research is conducted via polite branded surveys, able to deliver a level of statistical validity not found in other similar technologies.
Rich psychographic information is then combined with behavioral and contextual data in the SEGMENT + TARGET pattern engine to create segments. These first party, branded segments can then be developed in real time and used to:
- Build standard, branded, or custom advertiser segments based on your own first party data
- Reply to RFPs by building unique line items and defining the perfect media plan to meet advertiser needs
- Attract new brand advertisers with non-endemic segments
- Target ads and integrate the newly created segments seamlessly into ad trafficking systems and 3rd party data management systems