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Putting you first for online advertising www.simply.com

New developments in

targeting technology


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

Presentations


Market overview

Two key market developments

Targeting technology has developed in 2 main directions in

the last 12 months:

The techniques

used

Expansion of

specialist services


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 AdMax™

Simply Cluster™

Simply PACE™

Simply Pub+™

Simply

Network


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

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

Example member showing

growth of conversions per day


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?

“ 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

Award winning customer support


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

Simply main new_developments_in_targeting_technology

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