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Effective Advertising Techniques Merged Together and Made Better

Audience Ad Networks combine some highly effective advertising models to change the way advertisers leverage audience data online.

It's Retargeting - But Over Someone Else's Traffic

As we all know, and as studies have shown, retargeting is highly effective. Advertising with the right message to your ideal audience over time, across sites, and throughout different modalities is one of the best ways to drive engagement and maximize impact. The problem is, though, that when you retarget you're typically limited to your own website's visitors. Until now:

When Advertisers buy against Audience Ad Networks they're effectively retargeting the Providers' audiences. They're reaching their target audiences with an approach optimized for impact.

It's an Ad Network - But of People, Not Pages

The term 'Ad Network' typically describes a set of pages from different publishers bundled together for advertising. The pages stay the same, but the people visiting them and seeing the ads do not.

Audience Ad Networks are like typical Web Page Ad Networks, but flipped around. Instead of targeting a fixed set of web pages, Advertisers target a fixed set of people. Instead of spreading ad dollars thin with a small number of impressions per person, Advertisers can control and optimize their frequency per user to maximize their effectiveness. And just like a Web Page Network can have multiple publishers contributing pages, an Audience Ad Network can have multiple Providers contributing their audiences.

Adnamic Is More Than a Data Exchange

Data exchanges are typically just marketplaces for the buying and selling of cookies from undifferentiatable sources organized into pre-defined categories. Adnamic, on the other hand, is a platform that enables the buying and selling of ad impressions in a flexible, transparent manner. We think it's a model that makes more sense for Providers and Advertisers and does a better job protecting web users' privacy. See why

Privacy

Having a user cookied enables you to identify him or her on the Internet. By trafficking in cookies Providers are giving buyers free reign to follow that user all across the Internet. In the Adnamic model the end user isn't buying cookies - they're buying the ability to advertise to that user. That means there's one more degree of privacy protection for that web user.

Quality and Flexibility

Data sold on data exchanges are required to fit into predefined categories. If a Provider's data isn't a good fit then the Provider is either out of luck or can just fake it. Data sold on these exchanges is mixed together and made indistinguishable within each category anyways. That means that as an Advertiser you don't know where the data is coming from and can't choose to eliminate poorly performing Providers. And as a Provider of high quality data there's a good chance you're not being compensated appropriately because Advertisers don't have the opportunity to bid up your traffic (and you're being diluted by underperformers).

Within Adnamic, though, Providers have the best of both worlds: Audience Providers can either create their own networks with segments that make sense, or join an existing network and map their audiences accordingly. Advertiser get to see granular performance reports broken down by Provider that will allow them reallocate their budgets from under-performers to higher quality Providers. That means better performance for Advertisers and better attribution for Providers.

Transparency and Control

In the data exchange model Providers have neither control of nor insight into who is accessing their audiences or at what price. Since the exchanges mix the cookie data together, Providers are disincentivized from working directly with Advertisers to improve the business relationship. This opaque, disjoint structure enables the exchanges to maintain pricing control.

In Adnamic's model both Providers and Advertisers have transparency into what's going on. Providers can choose to limit access to their audience and can set price floors to avoid the cannibalization of their audiences. Advertisers can work with Providers to make sure that pricing and performance are as expected. Through the fostering of this relationship they can work together to grow their business.

Pricing and Simplicity

In the data exchange model Providers are typically paid according to the number of cookies they provide to the exchange. Each cookie is then resold with a mark-up multiple times to different traffickers. The traffickers themselves typically mark-up the data cost that they provide to multiple advertisers and run multiple impressions against, each adding their trafficking fees into the mix. But neither Providers nor Advertisers have visibility into the size of each cut during the auctions that occur in each intermediate fan-out step. The large number of intermediaries often leads to both parties missing out on huge multiples of the value they should be receiving.

In Adnamic's model we simplified the process by flattening the stack. Segments are managed through Adnamic's DMP and trafficking is executed through Adnamic's full-featured built-in DSP. There's no wondering if you're being taken for a ride, or feeling overwhelmed by the complex multi-party contractual arrangement common in today's ecosystem. There's only one type of auction that occurs: auctions for targeted impressions. By minimizing the number of middlemen and adding transparency into the process we've enabled Providers and Advertisers to capture more of the value.

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