Audience Screen - How IT Works

How It Works

The technology behind Audience Screening is not new, but it does represent the evolution of traditional behavioral targeting. Behavioral targeting allows the publisher to identify and bucket groups of impressions together based on the audience profile and past traffic experience. Once an advertiser identifies the audience they are looking to reach, publishers can sell this inventory accurately. The problem with this model is that it is not as fluid and flexible as the web appears to be. The experiences and the profiles of the audience change quickly and are reactive to the environment around them, so the past behavior of an audience, though relatively accurate, is still flawed. The Audience Screen model actually identifies this information in real time and can be updated faster and with more detailed accuracy. Audience Screening takes into account audience profile data, preferably in conjunction with industry reliable sources such as Claritas or Simmons, and merges this with data referring to the page where the ad is shown, the category of the site and more recent events (i.e. News, etc.). In this way the audience member being potentially show the advertisements is evaluated based on more recent, timely data and positioned as either more or less desirable to an advertiser or more or less likely to become a customer. In addition, we can overlay the traditional targeting metrics such as frequency caps and successive messaging to determine the most effective model for reaching and converting customers while limiting budget exposure. It’s a higher reward, lower risk model which is becoming more effective as time moves forward.

The technology for Audience Screening is beneficial to the publishers because it allows them to further segment their audience without the weight of customer surveys and deeper analytics packages being overload in their existing inventory. The technology works simply with a pixel tag being placed on the publisher’s site and a simple database feed being established whereby the technology owner can amass a wealth of information concerning past habits and click streams as well as the syndicated data sources being used to categorize the audience members, or potential customers.