1. Who is this guy

2. Page Level Intelligence
When Peer39 analyzes a page, it returns attributes that determine what each page is about.
What the environment is that your ad might show up in.
Quality Safety Category
The type of page Objectionable Meaning and
and quality indicators or misaligned content context
Common attributes to use as consistent targeting variable
across all web pages throughout AppNexus.

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4. Peer39 AdStats: ATF Index
Control the environment where your ads appear and
appropriately value each and every bid.
ATF Index
Peer39 calculates the probability of whether an ad
will be viewed by a user based on its location on the
page in relation to the fold. You can ensure your ads are
ideally positioned to be seen by your target audience.
Available attributes
› High (probability that it will be seen) The Fold
› Medium (probability that it will be
seen)
› Low (probability that it will be seen)
3.6 Billion
impressions
Available in the 3 most common ad sizes
728x90, 300x250, 160x600
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5. Peer39 AdStats: Ad Count
Control the environment where your ads appear and
appropriately value each and every bid.
Ad Count
Peer39 identifies how many standard size display ads
are on a page so you can actively control your share
of voice.
Available attributes
› Low: One to three ads per page
› Medium: Four to six ads per page
› High: Seven or more ads per page
Includes all common ad sizes except buttons
1.3 Billion
impressions
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6. Why did we develop AdStats?
Ranked in order of most critical to success of ad campaigns

7. Peer39 AdStats: Success Cases
Above and Beyond Cost and conversion rate are compared to
impressions without this specific targeting
For this Deal-of-the-Day advertiser, targeting to High ATF Index
impressions increased the base CPM by a minimal amount and significantly Cost increase Conversion Rate Total Conversions
improved the conversion rate. The acquisition campaign exceeded the (eCPM) Increase (increase over goal)
original goal number of total conversions.
11% 97% 62%
Cost and conversion rate are compared to
impressions without this specific targeting
For this Political advertiser, targeting to Medium ATF Index impressions Conversion Rate
Cost increase Total Conversions
provided the scale required for campaign success, while also increasing (eCPM) Increase (increase over goal)
performance at a minimal cost.
5% 45% 19%
Understanding the Campaign Vitals Performance compared to BTF Impressions
CTR Increase of CTR Increase of
This RTB buyer used Peer39 in a post-campaign analysis to determine which
High ATF View Index Units Medium ATF View Index Units
placements had the strongest performance. The findings showed that Above
the Fold Impressions (High and Medium View Index) generated higher CTRs
than the low visibility units. 225% 200%
Performance compared to High Ad Count Impressions
CTR Increase of CTR Increase of
Low Ad Count Medium Ad Count
The RTB Buyer also found a significant CTR increase in pages with a Low
Ad Count.
247% 201%
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8. Here is how you target in the Console

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10. Audience Data 101
Derived from user engagement with a site Derived from other sources online or offline
 Implicit data is derived from the user’s  Could be Implicit or Explicit data from
behavior other sources
 Surfing habits
 Pages visited  Publishers/ advertisers much purchase this
 Purchases (Past, and carts) type of data from another source.
 Time of day of visit
 Device  User does not necessarily have a direct
relationship with the company using the
 Explicit data is derived from information data.
voluntarily given directly by the user to the site.
 Retargeting
 Purchasing
 Registration
 Newsletter sign ups
 Surveys
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11. Who takes the Risk

12. Audience Data 101
Derived from user engagement with a site
Derived from other sources online or offline
AppNexus
Useable Data
1st party data
AppNexus
Useable Data
3rd party data
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13. Eliminate Ad Calls to get the best pages
What you may be
currently targeting
Unsafe
Ad Calls
Peer39 classified
impressions:
Category
CRE
ATF
Ad Count
AppNexus Universe of Impressions 13

14. Eliminate Ad Calls to get the best pages
Ad Calls
Peer39 classified
impressions:
Unsafe Category
CRE
ATF
What you could
Ad Count
be targeting
AppNexus Universe of Impressions 14

15. AdCall vs NonAdCall Snapshot
In a test campaign done for an ad network client, Peer39 found significant
results when analyzing the performance data as it relates to quality
attributes….
• AdCalls for this test represented 42% of all URLs and 39% of all Requests
• Non-AdCall impressions outperformed AdCall impressions by more than 40% for Clicks and
nearly double conversion rate (+88.7%).

16. Context + Audience = Maximum Results
Draws attention very fast
Personal Relevance of Ad
Slower to Positive strong,
draw attention cognitive engagement
Positive Resonance
Negative emotional Draws attention fast
resonance Shorter fixation time
Contextual Relevance of Ad
 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
twice as high as those without.
 When an ad has both contextual and personal relevance its impact is even more powerful,
producing stronger emotional response than either condition alone.
Power of Relevancy
Yahoo Study, April 2011
http://advertising.yahoo.com/industry-knowledge/power-of-relevancy-insight.html

17. What you can do
So here are three ways to make your user targeting
more effective for you and your advertiser.
Eliminate AdCalls from your buys by
targeting to Peer39: Free from AdCalls
Use Peer39 endemic categories combined
with the users. And bid higher for them.
Target to Above The Fold Index > High

18. What about no risk - CPM

19. 19

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