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adgebra

web push notification

How adgebra uses web push notification as native advertising inventory

538 310 Rajesh Chande

A constant requirement of innovative inventory has become the need of an hour for any native adtech company. Publisher acquisition team is continuously under pressure from sales and delivery departments to increase the ad inventory supply simultaneously improve on quality. Increasing inventory vertically by signing huge MGs with publishers is not a viable solution where margins are always on fire.

At Inuxu, the adgebra platform story is no different. Rohit (CEO) and Shashikant (Head of Inventory) were always at loggerheads for the very same reason.

A part of the problem was solved when we launched a self-serve platform for long tail publishers. We started onboarding a lot of publishers and a new inventory supply was growing at a steady pace but the exponentiality and quality were not as expected.

Rohit envisioned ‘Web Push Notification’ could be an interesting addition to native advertising. Push notification is a subscribed-only inventory and it displays on the user’s machine, promising 100% visibility. Such inventory quality would do wonders for advertisers on adgebra. Immediately the idea was discussed internally with me (Rajesh – CTO).

India’s largest Web Notification tech company is iZooto and coincidently Neel the Cofounder of iZooto got in touch with Rohit via LinkedIn and conversation of cross leveraging each other’s needs and strengths started. However, it was not as simple as it sounds and the whole challenge of making this merger work came to me, my tech team, and the tech team at iZooto.

What is web push Notification and how it started: A push notification is a message that is “pushed” from a backend server or application to user interface, e.g. (But not limited to) mobile applications and desktop applications. Apple was the first to introduce we push notification in 2009 and in 2010 Google released its own service, Google Cloud to Device Messaging.
How is it different: The beauty in web push notification, unlike traditional ways, is, the user need not be subscribed & active on his device, meaning there is no need for a user to be reading his favourite article on any website for an ad to be shown to him. This was kind of a gold mine and iZooto cracked it quite early by tying up with publishers and having a fantastic platform quick and ready for use of publishers.

Here are a few technical details on the marvellous Integration between iZooto and adgebra. The integration is a pure HTTPs request and the response is in JSON format that contains all the components needed to form a native ad and make one impression of Push Notification on a client’s device.

adgebra needs a lot of User details (PII excluded) for intelligent decisions in showing a relevant ad to a user based on his Geo, Site, Device, language, etc. iZooto passes on all the user and site-related parameters to adgebra and this forms targeting input to adgebra. These inputs are fed to adgebra algorithms and provide the most relevant native ads based on the input targeting parameters.

There were other challenges of security, requests through multiple servers, native image size difference, impression and click tracking, fraud clicks, etc. Each case had its own challenges and solutions were custom designed and implemented.

Currently, adgebra is serving 1mn+ requests daily from iZooto that translates to around 4K to 5K clicks.

Integration wouldn’t have been a cake walk without a great tech team at iZooto – hats off to Neel, Rohit and Sachin – Kudos guys, let’s reap the benefits!

audience segmentation

Adgebra’s Audience Segmentation Engine

599 400 Rohit Bagad

In this blog, we will try to answer few questions related to how adgebra’s audience segmentation engine works.

  1. How does ‘adgebra’ audience segmentation work?  
  • Adgebra code placed on various partner (publisher) sites identify each user uniquely with identifier dropped in user’s machine. Based on users ‘content consumption pattern’ on partner sites, he/she is categorized in numerous segments. There are 20 higher level segments (Travel, Entertainment, finance etc.) and 120 niche level segments (Eg: – under finance, there are niche segments like loan, insurance, etc.). In simple words, segmentation is based on user behavioural pattern.

2. Does ‘adgebra’ offer demographic segments?

  • As of now, adgebra does not offer any demographic segments like age, gender, income group, etc. Adgebra believes in sharing what is near real rather that depending on probability algorithms. Adgebra offers behavioural audience segments. There are few instances where publishers do record demographic data of a user which can be passed to adgebra. Though, such data comes at additional cost and handled on a case to case basis.

3. Does it mean that if a user reads only 1 article about football will make him football fan?

  • No, this is where ‘adgebra – audience segments’ are different than any other DMPs (data management platform). Adgebra has very a unique way of assigning ‘confidence score’ to each user segment. Confidence score varies from 1 to 5 star based on how often user consumes the content is one particular segment. For example, if ‘person A’ is reading 3 finance related articles in a day versus ‘person B’ reading 3 finance related articles  in a week will share different confidence scores. There are many other parameters that affect confidence score.

4. Now, over the period of time, each user will become 5-star rating?

  • The confidence score can go down to zero if the user does not consume content of that particular segment for a certain period of time. For example, if ‘person C’ reads a lot about football during world cup might get 5 rating, but immediately after world cup he stops reading about football, his confidence score will start coming down and eventually become zero after certain days of no activity. This feature also ensures that accidental and seasonal readers are flushed out of the segment regularly.

5. Will advertiser get access to Confidence score feature while targeting?

  • Yes, confidence score feature can be used to target niche and relevant audience while creating a campaign in adgebra. Though, one should remember that higher the confidence score lower are the volumes (reach).

6. Does adgebra provide custom audience?

  • Yes, adgebra has provision to bucket user in custom segments. This is possible only when partner publisher agrees to pass additional information about that user. Eg: Age group, Salary bracket etc. OR there is a need to add new segment very specific to advertiser requirement. This definitely comes at a cost and takes more time to scale.

7. Can I use, custom audience feature to run remarketing campaigns?

  • Yes, this is in-fact one of the best feature of adgebra. Same confidence score logic can be used to identify users’ level of interest in advertiser based on his/her content consumption on advertiser site. And remarketing campaigns can be run using this newly created custom segment.

8. Is there a provision to expose Adgebra’s audience in 3rd party DSPs like DBM / Appnexus?

  • Technically Yes, though we prefer not to expose our audience segments to outside world. This can be taken care from case-to-case basis.

9. Can single user fall into multiple segments, if Yes, how?

  • Yes, same user might have different area of interests and can fall into multiple categories based on what he/she is reading on a regular basis. For Eg: ‘person X’ might be reading a lot about lifestyle as well as Bollywood gossip. So he/she might fall under both ‘Lifestyle’ and ‘Entertainment’ segments. Remember that, ‘confidence score’ might vary for each segment based on recency and repetitiveness of user reading content under respective segment.

10. What is the validity of the segment?

  • As mentioned earlier, ‘confidence score’ of any segment going down to zero indicates that the user does not belong to that segment anymore. This is nothing but expiry of each segment. Each segment has different expiry period based on the level of importance.

11. Where is all the user segmentation information stored, if cookies, then what happens if a user deletes the cookie?

  • Yes, you are correct, we do store segment and confidence score in the browser cookie. If a user opts to delete the cookie, our system will have to restart the segmentation from scratch. We are working on a new technology called ‘fingerprinting’ to identify user machine again and reload the segment information from the stage where it got deleted.

12. If advertiser decides to target Segment A with confidence score 3, what does it mean?

  • If users of Segment A with confidence score 3 are targeted, your ad will be served to all the users under Segment A with confidence score 3 and above (4 and 5). Ads will not get served to users falling under Segment A with confidence score 1 & 2.

13. What are stats of adgebra audience segments?

  • As of now, adgebra has segmented 150mn unique machines across the globe. There is a churn of 10%-15% of the audience, segments do expire and new get added. Our monthly reach is around 50mn unique visitors.
INUXU REVOLUTIONIZES REMARKETING WITH ITS HIGH IMPACT AD UNITS

Inuxu revolutionizes remarketing with its high impact ad units

599 400 Prerna Mehta

Brands can extend their remarketing strategy with highly viewable ad units

India’s leading Ad tech company, Inuxu Digital Media Technologies, today introduced a new way of remarketing with its high impact ad units powered by Inuxu’s in-house product adgebra. Earlier, innovative ad units were restricted only to branding campaigns with limited audience targeting options. Advertisers will now be able to leverage inuxu’s ‘in-screen’, ‘in-image’ and ‘innovative mobile ads’ for remarketing campaigns as well. This will enable advertisers to target their website visitors with personalized innovative ads.

Inuxu’s strength lies in bringing together the Science of ‘Relevance’ and Art of ‘Engagement’ to deliver personalized ads to the digitally evolved user on content-rich digital properties. The union of high impact ad units with remarketing strategy promises to deliver higher ROI.

Remarketing has become an essential digital marketing strategy for marketers and is a powerful tool if used in the right way. A report by DMTI (The digital Marketing Training Institute) says that almost 42% to 44% of the respondents remember being “followed” by ads based on their last search and last purchase respectively.  With multiple vendors chasing the same user across the website is bombarded with regular dynamic banner ads which later becomes a blind spot.

When remarketing, it is critical for brands to grab the user’s attention and serve a viewable impression. The legacy remarketing (dynamic) banners served on traditional ad slots traded via ad exchanges doesn’t have much to offer to the advertisers who are always in look out for innovative ways to engage with their audience. High impact above the fold ad units will effectively deal with these issues” said Inuxu’s Founder & CEO, Rohit Bagad.

Inuxu’s high impact ad units’ for remarketing involves no ad exchange and ads are served across Inuxu’s direct publisher network. Adgebra is equipped to solve issues like ad blocking, click fraud and display banner fatigue with its no ad-code feature, click fraud monitoring & high impact ad units. With inuxu’s ‘in-screen’, ‘in-image’ and ‘innovative mobile ads’ advertisers have the creative freedom to move beyond the traditional remarketing display banners. Better-performing creative ad formats with consistent delivery across media and devices result in higher ROI than other conventional display inventories.

In the beta phase high impact remarketing delivered exceptional results when piloted with few of inuxu’s premium clients. BFSI & e-commerce players who believe that innovative ad unit is a costly affair can now capitalize with inuxu’s advanced remarketing solutions in a cost effective way.

About Inuxu:

Inuxu’s product, Adgebra – audience data and inventory marketplace is a unified, self-serve advertising platform that helps advertisers to deliver highly targeted pre-marketing and remarketing campaigns via multiple delivery channels, across devices and publishers to maximize advertising revenue in a transparent and fraud-free environment.

Sign up today to get INR 50,000 worth of benefits*.  Contact us here.

Adgebra’s Audience Data Exchange for Publishers

Adgebra’s Audience Data Exchange for Publishers

599 400 Prerna Mehta

Adgebra’s DMP – Data Management Platform enables publishers with new revenue sources

Inuxu, India’s dominant player in digital media technology today announced the release of its much-awaited feature – ‘Audience Data Exchange’ as part of its revolutionary programmatic advertising platform. ‘Adgebra’ – audience data & inventory marketplace was launched in January this year.

Traditionally, revenue generation for digital publishers was limited to just selling their ad inventory. Henceforth, digital publishers will be able to trade their audiences in real time directly to an advertiser, agency, partner publisher or an ad network through Adgebra’s audience data exchange. This feature thus takes DMP- Data Management Platform to the next level by enabling publishers to create a new revenue source for themselves.

Adgebra’s segmentation engine analyses audience behavior across partner’s site in real time and consolidates the non-PII (non-Personally Identified Information) into valuable segments. Data buyers can leverage these segments to deliver better performing campaigns and data suppliers get to generate incremental revenue by trading their valuable audience.

Says Rohit Bagad, Founder & CEO, “Adgebra’s ADE is a result of a crucial issue put forth by publishers at ad:tech, New Delhi- 2015, that data-driven marketing strategies are expected to deliver better results and how publishers can benefit from it. Adgebra’s ADE helps publishers generate add-on revenue by 15%-20%. As of now, more than 100 publishers across India have signed up for adgebra’s audience data exchange.”

Inuxu’s Director- Product Strategy & Inventory – Shashikant Anpat added, “These days’ advertisers are asking for more specific and precise audience data. It’s challenging for publishers to maximize revenue and take decisions in real time. Now publishers have the power to leverage ad server integration that will deliver precise campaigns and also profit from their own data. Adgebra creates a win- win situation for all the players in a digital advertising ecosystem. ”

Adgebra is Inuxu’s proprietary audience data & inventory marketplace platform. It offers a one-stop solution for all programmatic advertising needs combined with high impact ad units.

Inuxu, headquartered in Pune, is venture backed by netCORE Solutions – India’s no. 1 digital communication company, and Greynium Technologies – that operates Oneindia.com, India’s no.1 language portal. It’s young & dynamic management team comprises of professionals with 75 plus years combined experience in marketing technology covering all facets of digital media ecosystem. In less than two years of operations, Inuxu boasts of 100 plus clients leveraging its innovative digital advertising products & services. Inuxu is aggressively planning to expand in MENA and APAC regions.

To be part of the exchange contact us here; pub@inuxu.media

 

Inuxu launches Adgebra- A Revolutionary Programmatic Advertising Platform

150 150 Prerna Mehta

 Adgebra–A Revolutionary Programmatic Advertising Platform

Inuxu, a dominant player in digital media technology, this week announced the launch of Adgebra-A Revolutionary Programmatic Advertising Platform. Adgebra is an audience data and inventory marketplace which helps advertisers ‘go programmatic’ and publishers ‘be programmatic’ in an integrated, transparent and fraud-free environment.

Adgebra pioneers the concept of audience segments with ‘confidence score’ making the target audience more precise and reliable. Additionally, advertisers have the flexibility to utilize high impact and innovative ad units (slider, image overlay, in-footer, in-margin, in-image video) that deliver ROI along with a greater brand recall. Marketers can opt for a self-serve model and get in the driver’s seat or let adgebra experts manage campaigns.

Adgebra empowers publishers to trade audience along with ad inventory for incremental revenue. Publishers get access to a suite of innovative ad units with complete control on price and frequency in real time.

adgebra programmatic advertising platform

Commenting on the launch, Rohit Bagad – Founder & CEO of Inuxu added, “Programmatic reform in advertising is need of the hour; while marketers are inclined to spend more, the approach has been conservative. Adgebra is an effort to help the digital media ecosystem with a device independent, scalable and stable platform to explore the full potential of programmatic advertising.”

“With the advent of RTB campaign delivery has gone blind. Marketers stand to lose huge amount of advertising dollars towards fabricated impressions & clicks. With Adgebra’s inbuilt fraud monitoring algorithm advertisers get to target/retarget ‘real’ audience thereby winning the battle against bots. This will transform the way campaigns are delivered.” added Inuxu’s Director- Product Strategy – Shashikant Anpat.

Inuxu, headquartered in Pune, is venture backed by netCORE SolutionsIndia’s no. 1 digital communication company, and Greynium Technologies – that operates Oneindia.com, India’s no.1 language portal. It’s young & dynamic management team comprises of professionals with 65 plus years combined experience in marketing technology covering all facets of the digital media ecosystem. In less than two years of operations, Inuxu boasts of 100 plus clients leveraging its innovative digital advertising products & services. Inuxu is aggressively planning to expand in MENA and APAC regions.