Simply main new_developments_in_targeting_technology

New developments in
targeting technology

Putting you first for online advertising www.simply.com

Presentations

New Developments in targeting technology
The advertising market explained
How to get superior advertising performance
Benefits of self provisioning services
How to grow your publisher revenue


Market overview

Two key market developments

Targeting technology has developed in 2 main directions in
the last 12 months:

Expansion of The techniques
specialist services used


1. New Specialist Services

More market components…
DSPs
SSPs
Real Time Data
RTB Trading Desk
Re-Targeting specialists
Etc
…means more distance
between offer and demand


2. Targeting Technology

Development of Behavioural

Techniques have moved on
 Category 1995  Geo 1998  Contextual 2002  Yield 2004

2009 Behavioural
2010 Simply ClusterTM
And Real Time Reporting, Bidding and Optimisation
In Dada we began developing advertising targeting
systems in 1995.


1. Specialist services


The Simply approach

The „All Market Solution‟
Simply gives you the All Market Solution
Simply cuts across entire market to offer the benefit of all
component specialist services and targeting techniques in one
easy-to-use online platform
A DSP, an SSP, a Yield, Contextual and Behavioural Targeting
specialist, an Adserver, and an Ad Network; all owned and
controlled by Simply
A self provisioning online platform that is easy to use, operates
in real time, with flexible functionality to suit SME and large
advertiser/publishers alike


The Simply approach

Simply Pub+™
Simply
Simply PACE™
Network

Simply Cluster™

Simply AdMax™


The All Market Solution

Simply is „simplicity personified‟


Market overview

Two key market developments

Targeting technology has developed in 2 main directions in
the last 12 months:

1) Expansion of specialist services
2) The techniques used


2. The techniques used

Behavioural targeting and beyond

Simply’s market leading AdMax™ adserver linked to the
Simply Network of over 9000 quality controlled
publishers
Controlled by Simply’s PACE™ and PUB+™ demand
and supply side platform services.

Optimised by the unique Cluster™ targeting technology


Simply’s Cluster™ targeting

How does it work?
As opposed to behavioural targeting which tends
to start with a behavioural theory for advertising
performance, Cluster™ targeting starts from the
pure empirical performance of users
Click through and conversion performances of ads
are analysed and grouped in to different levels
Each of these groups is then analysed to understand
the behavioural journeys of users across the Simply
Network (previous sites visited and search terms used)
and on the site itself

In Simply we are looking for the LOOK-ALIKE users



How does it work?
Groups are refined according to the relative strength of performance
versus behaviour. If a behaviour group within a cluster shows
particularly strong performance, it is separated in to a new and
unique cluster. This will depend, however, on whether this
performance is more significant than the relative performance of the
parent cluster versus others.

When a new advertiser signs up to Simply and creates a new
campaign, the campaign is tested using each cluster group

Performance is analysed over 1-2 days and the highest performing
cluster is assigned to the campaign

When a new publisher signs up, we analyze the users of his site
and after 4-5 days we assign them to the correct clusters



How does it work?
The user behaviour on the new site is also analysed to refine the
clusters or develop a new cluster

Meanwhile clusters are continuously analysed and refined

The cluster technology also takes account of Contextual targeting

So with Cluster, ads benefit from Behavioural, Contextual
and Yield targeting, in addition to the sophisticated
methodology that is Cluster™ targeting


Simplicity of Use

Unique self provisioning
An easy to use self-provisioning online platform
Avoids lengthy contracts and lack of control
With real time optimization, detailed performance reporting
and control
An advertiser and publisher control panel combined
Simply.com with auto optimisation for smaller advertisers
and publishers, Simply Pro with added control functionality
for larger members, agencies, networks


Simply’s One Step Further

Customer support second to none

An absolute priority for all our clients
Award winning customer support service
Local offices in UK and across Europe
Account help and optimisation advice
Dedicated Support Managers for Simply pro users


The result?

For Advertisers…
The PACE™ system delivers:
Performance – average conversion
rate of 3.8% (and growing) and a
cost per acquisition of £53
Accessibility – to Simply’s UK and
European network of 9000 plus API
integrations optimising revenues Example member showing
growth of conversions per day
with the major ad networks and
exchanges
Control – a full self provisioning platform with real
time performance and management of campaigns
Ease of use – a platform designed for ease of use/management of
campaigns, backed by an award winning customer service team


The result?

For Publishers…
The PUB+™ system delivers:

Selling power - Simply not only gives you access to the Simply
Network (13,000 pre-approved advertisers, growing by +36% a
month) but, via our API platform, all major ad networks and
exchanges; ensuring 100% fill rate.13,000 members

Revenue power - Simply’s targeting technologies delivering over
107% higher eCPM (from recent trials comparing market ad servers),
with top earners achieving eCPMs of 30-50p, and a compound eCPM
growth per month of +4% (see graph below).

Earning power - £2.1m paid out so far this year, via HSBC banking.


The result?

For Publishers…

Compound monthly eCPM growth of +4%


The result?

continued…


The result?

Award winning customer support

“ The Simply platform has been built with care…each enhancement outdoes
the previous. You can expect ease of mind while running your campaigns
on this platform. ”
Yehuda Goldberg, XtendMedia.com

In a recent survey sent to our members, 74% said they would
continue using Simply.com

64% said they would recommend Simply.com to other businesses


About Simply.com

A pan European platform
Simply.com is a division of Dada Spa (DA.MI), part
of the RCS Group (RCS.MI), listed on the Italian
Stock Exchange under the STAR category (which
lists companies meeting the highest standards for
sustainable growth)
The group manages 500,000 businesses
across Europe, 1.5 million domains with hosting
for sites totaling 35 million unique visitors
a month
Simply has offices in UK, US, France, Spain,
Italy, Netherlands, Portugal and Brazil


Adtech show offer

Contact us today

Sign up as an Advertiser today and get £50 free
advertising
Sign up as a Publisher and for the first £50
revenue earned we’ll give £50 extra free


More information

Contact us today

For more information please contact us on:
0845 363 6172
Or visit our websites www.simply.com and http://dada.dada.net/en

Also take a look at:
Blog http://www.simply.com/blogen/
Twitter http://twitter.com/simply_com
Linked In http://www.linkedin.com/companies/163324


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