Publishers start using artificial intelligence for display ads

Digital publishers with recruitment advertising departments are turning to new artificial intelligence (AI) to monetise more of their own data, increase display ad revenues, minimise data costs and target more relevant consumers for brands, as well as job candidates for recruiters.

After a successful three month beta test, user-friendly AI data platform 1plusX is giving publishers new recruitment data tools to combine recruitment ad data with their main site audience data.

The new tools enable publishers to effortlessly integrate anonymous job seekers’ data so hyper-relevant ads can be displayed to extremely targeted consumers and candidates. Using 1plusX’s data creation tool, publishers can also harness AI to expand their audience based on their initial recruitment data to reach even more statistically relevant consumers and candidates.

“As 1plusX is extremely user friendly, it is easy to combine recruitment data with content and display ad data to be managed from a single user interface. Campaign managers can then use the system to creatively define very focused, high quality audience segments with tightly defined interests. For example, ad campaigns can be targeted specifically at the lucrative C-suite audience, or roles with specific buying responsibilities, such as IT decision makers.

“Such focused audiences are highly sought after by brand advertisers, so publishers can garner more revenue per ad impression. The 1plusX tools can even help dedicated independent recruitment sites to monetize their data through partnerships such as this with other publishers.” said Fiona Salmon, UK managing director of 1plusX.

Data creation engine uses recruitment data to grow publishers’ audiences

Unlike basic data management platforms, 1plusX enables publishers to create new, very rich, statistically significant proprietary data that can be used to expand the reach of ad campaigns to other relevant consumers.

Behind the very simple presentation is advanced AI which matches thousands of users to ads based on their statistically relevant characteristics and personal preferences gleaned from the recruitment data, even though they are not currently within the publishers’ audience. On average this is increasing ad reach to relevant consumers by 1285 per cent.

1plusX has been built from the ground up to help data teams to comply with the new General Data Protection Regulation (GDPR). It offers easy-to-use consumer opt-in/out and data deletion tools. Strict data separation measures ensure the integrity of each publisher’s data. 1plusX does not mix data in a general data lake, and data added into the platform remains the property of the publisher. 1plusX’s reporting tools enable full transparency on what data is collected and how it is used.

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