Intent Targeting Is The Answer For Yieldbot CEO Mendez

What is a typical use case for Yieldbot products today?

Publishers’ business is based on traffic, page views.  However, they have never had a monetization system that intelligently understands what attracted the intentions of that traffic on every single page view of that site.

We allow publishers to see their site through the lens of intent by resolving every page view to multiple keyword values. They are ranked similar to “quality score” in search.  We bring that all together into our analytics package where publishers are able to see through the words and the intentions of their visitors what’s working and what’s not working.

We are able to understand at the URL level – the URL of the page is our atomic unit of data collection.  We are looking every single referrer and every single visitor that comes to those pages serializing the data from their clickstreams and how they got there.  Then seeing what happens when they leave.  Resolving all that to keyword values.

How Location Technology Can Change Publishing (and Pay for Content), at AdAge Digital Conference.

Drew Breunig of PlaceIQ summarizes the main points on his blog:

1. Location is cheaper to use these days. Now we just need to figure out why we should use it.
2. Innovating apps like News.me, Instapaper, Now, Dark Sky, and Square use location as part of the UI, not as a connected map.
3. When location is a UI component, it can be used by more applications. You don’t have to be a ‘location app’ to use location.
4. When location is more ubiquitous, it can be used as a rich metric to understand and value your audiences, which can help better pay for content and support larger mobile businesses.

Darren Herman of kbs+ Ventures and Drew Breunig of PlaceIQ, presenting “The Evolution of Location and What it Means for Media and Marketing” at AdAge Digital West (#aadigital)

Adaptly Talks: Facebook Exchange: What Does it Mean for Advertisers?

adaptly:

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On Thursday, September 13^th Facebook announced that its real-time bidding platform, the Facebook Exchange, is finally leaving the beta stages. The Facebook Exchange introduces a new way to purchase Facebook ads. Essentially, the platform…

"Native Advertising is quite the buzzword these days. Native advertising, IMHO can be defined as advertising engagements (sometimes units) that takes place utilizing the technology and the platform on which it exists upon and is in the natural flow of how the user interacts with the platform. If these units, subject to be different on any platform, contain something standardized that could be transacted through RTB, then we’ll see some of these units flow into auction based inventory sources such as public and private exchanges. I think that for the short term, we’ll see marketers using retargeting and re-messaging against native advertising units to continue the marketing dialogue with the consumer as this is much easier to deploy and a quick win."

Darren Herman in AdExchanger talking about native advertising and RTB, How Does Native Advertising and Real-Time Bidding Meet?

Self Service Still Requires Service

"The 0-1 innovation is going to come from the social places in ways we cannot imagine today…"

Stuck In A Rut of Incremental Innovation | Darren Herman

PlaceIQ Study: Amazon Web Services

"We target the location and not the user,” says PlaceIQ CEO Duncan McCall, describing the strategy of deriving probability from points on the map, rather than user behavior."

Data That Thinks ‘Big,’ But Acts Local | Street Fight

"The Dolphins worked with loyalty platform CrowdTwist to develop the program, and that company’s COO and cofounder Josh Bowen said The Fin Club was built to appeal to season ticket members as well as those on the periphery. Like most offline businesses, the Dolphins struggle with identifying their customers and thereby building relationships with them. “We don’t know who’s coming into our stadium. We don’t who’s interacting with us. We know what we’re selling to them, but for the longest time and even still today, we don’t know who really comes,” Howard said. That’s especially dangerous when it comes to revitalizing ticket sales because it’s the fans who have been season-ticket members for three years or less are “where they see the most drop-off,” Bowen said. “So they want to get those people to opt in, because once someone’s been a member for more than three years, they’re almost always lifers.” To that end, the Dolphins and CrowdTwist will bring The Fin Club into Sun Life Stadium."

Miami Dolphins Connect Online, In-Stadium Loyalty | Adweek