Adnetik Creates New Technique to Streamline Display on Positional Information
Technology advertising company Adnetik has developed an automated way of optimising display ads based on URL information rather than the traditional cookie-based targeting.
Titled the "AIM Index", the technique was developed as a result of having to credit score URLs as brand safe to meet the content verification technology demands of auditing trade body IASH.
Adnetik Commercial Director, Nerissa MacDonald, commented: "It's not just what the user is doing online; it gives us information about what areas of a website are likely to drive conversion... We implement look-alike modelling using past campaign data to scale the attributes to millions upon millions of sites. A typical DSP can only process a few thousand sites at any given time."
The firm has claimed they now have a list of over 300 million URLs, each classified with compositional information, such as size of page to keyword relevancy, total number of ad units, page layout or number of ads above the fold and how they impact conversion.
This information can then be fed into its real-time bidding-enabled buying technology, or demand side platform. This has allowed Adnetik to create 35 categories relating to ad performance. Brands that use the technique can thus identify either a white list, or a black list of sites they don't want to run on.