Posts Tagged :

    audience segments

    Adgebra’s SSP exclusively for In-Image ads

    Adgebra’s SSP exclusively for In-Image ads

    599 335 Prerna Mehta

    Publishers can now offer inventory to multiple buyers in real time

    Here is some exciting news for publishers and advertisers. Adgebra has added yet another feature of an SSP (Supply Side Platform), exclusively for In-image ads. This capability will enable publishers to maximize revenue by offering in-image ad inventory to multiple buyers in real time, which in current adtech capabilities limit the publishers to do so.

    Lately, In-image advertising has been catching the eye of publishers and advertisers for its unique way of monetizing editorial images and being visually more engaging. We thought of extending our offering to yet another powerful feature. What this means for you:

    • Expose all the inventory to multiple buyers in real time.
    • Bid requests are accepted from external DSPs (demand side platforms), adgebra’s own campaigns and additionally from publishers’ own ad-server.
    • Every DSP connected to adgebra gets access to adgebra’s DMP (data management platform) which offers 150mn+ segmented audiences across 115+ segment types, making in-image ads more attractive for its advertisers.
    • An add-on tool to create innovative ads with engagement elements and videos for your direct advertisers and serve it via adgebra’s SSP.

    The result of this feature addition is that it will maximize revenue potential from high value in-image ads for publishers.

    Get in touch for further details here.

    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.
    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, 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; [email protected]


    8 Remarketing Tips for Beginners

    8 Remarketing Tips for Beginners

    599 400 Meenal Bagad

    Remarketing Tips : If You Really Loved That Bird, You never would have let it go

    We can say likewise for audiences that have visited our website but didn’t perform any desired action (conversion). This article will talk about 8 remarketing tips for beginners to help them keep their brand communication on top of the mind of the diverted audiences. Remarketing helps you bring back the birds (read audience) and give you another opportunity to crack the deal. Companies these days are also trying hands on remarketing using high impact ad units.

    The first step in devising a digital marketing strategy should be capitalizing on your own audiences. These audiences get collected at your end and are the ones who already know about your brand. Getting them back is much easier than acquiring new ones.

    Retargeting your site visitors has become simpler these days, be it a static or dynamic remarketing. Let’s highlight 8 remarketing tips for beginners.

    8 Remarketing Tips for Beginners

     To help you further on your remarketing strategies write to us at here.