Technology – Leveraging Power of Behavioral Data
Behavioural Data is the future of marketing. At aSpecial Media, our core competence is in our analysis of online behaviour, and, from this, we create a repository of Interest Profiles. These are updated in realtime, and continously, through proprietary technology.
Our Solution Stack is the answer to the inherent deficiencies in traditional methods of online advertising. It acknowledges the impact on the consumer of proliferating online portals, expanding social communities, more interactive rich media, and multiplcity of mobile devices.
aSpecial Media has developed a powerful data valuation service, which follows the rise and fall of online users' interests and then integrates this with the ability to agglomerate these users and their interests in precise segments for targeting by publishers and advertisers.
The diagram below gives a high-level view of the online advertising eco-system, where the key players sit, and how they interact. On the Demand side of the value chain, there are advertisers, and their agencies. On the Supply side, there are publishers, and ad networks/exchanges.
The conversation between them is over advertising inventory. Advertising inventory is the supply of opportunities to display advertising in a particular medium. Most people use the term "ad impression" instead of "opportunity to display". And the most common definition of an "ad impression" is: A single viewing of a single ad by a single individual.
In the value chain above, Publishers are the creators of advertising inventory. By developing websites, mobile sites, software apps or video games or e-mails, for large audiences, and inserting ads into these environments, Publishers create a constant stream of ad inventory, which they look to sell to advertisers.
aSpecial Media's Solutions Stack is designed o ensure that Publishers' investments in generating ad inventory reaps the rewards they deserve.
- give you better insights into your readers' interests,
- work with your advertisers to improve the responses to their ads, and,
- make your website more attactive to both constituencies.