Reaching your target audience online is more difficult than ever before. The main issue limiting the display market is the disconnect between advertisement placement and the relevance of content: ads may be misplaced or produce counterproductive effects and traditional ad targeting continues to fall short. Founded in Italy as a spin-off of the leading semantic company Expert System, ADmantX is active in Europe and US. Worldwide customers include NBCUniversal, AT&T AdWorks, Integral Ad Science, Banzai, Adconion, Media IQ and we’re integrated in key players such as Turn, AppNexus and Adform. www.admantx.com

1. Spot-on Contextual Data Partner

2. Today’s
Agenda
§ ADmantX Business Summary
§ Value Summary & Differentiators
§ Use Cases
§ Categorization examples
§ Segment Creation
§ Results and anecdote for brand lift
§ Q&A

3. ADmantX
Business
Summary
§ 20 yr. experience, MS Office grammar checker
§ Deep page-level understanding of content via NLP
§ Proactively target to and away from content
§ Precise, deep algorithmic audience development &
segmentation, intuitively actionable & flexible
§ Higher accuracy than keywords and metadata…meaning
and disambiguation…concepts and context
§ Measurable Reach & Lift

4. ADmantX
Value
Summary
Deliver the promise of brand safe environments,
each campaign and message can be customized
appropriately
Limitless segmenting & targeting permutations
Real-time mindset leverages emotions as a target,
allows tie-in with creative message
More accurate and scale than keyword system
approaches

5. ADmantX Differentiators
§ Logic Detection & Disambiguation = Better
understanding & meaning
§ Emotions & Mood =Real-time Mindset
§ Semantic Network = 10x powerful than
other systems, inter-linkage &
relationships, 65 in fact
§ In-House Experience and expertise

6. Use
cases
for
Mindshare
Targeting
Ad Safety
Emotions for Brand Ads

7. Targeting

8. Web Content
Entities
35 Types
People Brands
Places Things
Companies
ADmantX Semantic Analyzer
Emotions
For Brands:
Joy
Courage
Boredom Surprise
Buyer Intentions
Search
Find
Purchase
Categories
IAB Standard
Enhanched 5 levels.
Standard & custom
dynamic categories
ADmantX Semantic Classifier
In Turn and available in UI

9. Top
Categories
(Over
800)
• arts
&
entertainment
• automo.ve
• business
• careers
• educa.on
• family
&
paren.ng
• health
&
fitness
• food
&
drink
• hobbies
&
interests
• home
&
garden
• law,
gov't
&
poli.cs
• finance
• society
• science
• pets
• sports
• style
&
fashion
• technology
&
compu.ng
• travel
• real
estate
• shopping
• religion
&
spirituality
EnFFes**
• anniversary
• address
• animals
• company
• currency
• date
&
.me
• device
• email
Address
• event
• facility
• food
• geography
• holiday
• market
index
• medical
condi.on
&
treatment
• measure
• natural
disaster
• natural
feature
• opera.ng
system
• organiza.on
• percent
• person
• phone
number
• URL
• vehicle
EmoFons
&
IntenFons
joy
anxiety
eccentric
happiness
jealousy
tradi.onalist
love
offence
luxurious
surprise
nostalgia
frugal
sa.sfac.on
disappointment
outgoing
success
depression
spiritual
hope
exaspera.on
calm
trust
rage
relaxed
excitement
envy
polite
pleasure
suffering
hunger
courage
regret
thirst
pride
confusion
pain
surprise
dynamic
safety
desire
playful
curiosity
sympathy
earnest
esteem
sadness
supers..ous
independence
anguish
passionate
power
fear
frivolous
wealth
anger
commiFed
poverty
irrita.on
health
fana.c
interest
boredom
dissolute
search
stress
city
lover
find
shame
conformist
purchase
** Not in Turn UI, however can be built out of the environment and published back into Turn for use

10. categories emotions
“When John
Smith drove his
BMW on
California
Highway 101 he
experienced joy,
performance
and prestige.”
ideas
people
places
companies
brands
behaviors
preference
prominence
top billing
motivations
car Bayerische
Motoren
Weke
BMW
John Smithm an
highway road
USA California
Western US
cars
motor vehicles
transportation
technology
mechanics
jubilation
joy
elation
exuberance exultation
high euphoria
triumph
working
performance
actuation
machining
job
perfecting
exceeding
prestige
high status
priority
precedence
limelight
ADmantX solution can expand
beyond the obvious knee-jerk
reaction to classify this visitor
reading an article on cars to be only
categorized as car interest /intender
Content Expansion

11. Brand Safety-Bad ad to edit
examples

16. Emotions for brands

17. Questionable, ineffective content on White-listed property

18. Emotions Case Study –Positive targeting
campaign
target is
Keywords only find “joy” ADmantX finds all the “joy”
joy
joy
joy
“happy about
new baby”
“congrats on
team win”
“glamorous
celebration”

19. Examples of categorization

20. http://www.beautybuzzdaily.com/10-uses-for-coconut-oil/?glamLinkTarget;csc=bss

21. http://www.webmd.com/beauty/skin/how-to-wreck-your-skin

22. http://www.clutchmagonline.com/2013/10/class-action-lawsuit-unilevers-keratin-smoothing-
kit-heads-trial/

23. Segment creation

24. Hair Care

25. Deodorant

26. Brand Lift/Recall & Results

27. Brand Awareness/Recall Study
I. When the objective is centered around
building awareness, contextual relevance can
help build long term memory of the brand.
II. Time to first fixation increases by 15%
when ads are contextually relevant. This
increases the chances that the ad will be stored
in long-term-memory and ultimately leads to
higher recall.
Contextually relevant ads elicit an emotional
response that’s almost 2X as high as those
without.
III.
When
an
ad
has
both
contextual
and
[behavioral]
relevance,
its
impact
is
even
more
powerful,
producing
a
stronger
emoFonal
response
than
either
condiFon
alone.
In
this
case,
pupil
dila.on
increased
by
an
unprecedented
40%,
indica.ng
an
impressively
high
level
of
cogni.on
of
the
ad.
…
Yahoo/Innerscope
Study

28. Real-life Results
•Airline Campaign: ADmantX versus competitor's contextual solution
– Competitor .06% CTR
– ADmantX .18% CTR, 200% increase
•Fashion and Apparel : ADmantX in conjunction with BT vs. strictly re-targeting
– Retargeting .12% CTR
– ADmantX .29% CTR, 140% increase
– ADmantX engagement 40% better than retargeting effort (interacting with rich media ad)
•Luxury Automobile client: ADmantX vs. “Gold standard” Auto intender data
– Exelate .06% CTR
– ADmantX .12% CTR, 100% increase
•Financial services client: ADmantX vs. 3rd party demo and interest data
– Other data .04%
– ADmantX .13%, 200% increase