Sovrn, the publisher technology platform used by over 40,000 digital publishers, has launched //Signal Segments, an advertising tool that empowers publishers to identify, target and price their most valuable ad placements more effectively.
The tool, which is being trialed with a wide number of publishers, predicts and shares a publisher’s ad quality scores with ad buyers. This allows publishers to conclusively demonstrate the value of their inventory, even down to individual page level, in order to strike the best deal with demand-side buyers.
In market testing with a number of publishers, //Signal Segments has seen participating publishers uplift their advertising cost-per-thousand (CPM) by 7.5%, as well as increase the volume of targetable high-value inventory by 49%.
Babac Vafaey, VP Product – Signal for Sovrn says the problem that //Signal Segments is aiming to solve is straightforward, “Programmatic buyers optimize their budgets through algorithms that factor in multiple data points. Bids are then modified based on the environment in which the ad is served, for example, the device used or specific page. In essence, buyers are asking what is the chance of an ad being seen and acted upon?”
Vafaey adds that publishers find it much harder to capture, process, and actualize the same data, and this is what //Signal Segments is addressing, “By giving publishers the identical data points as ad buyers in real time, they can fairly price their advertising inventory. This is what Signal Segments provides.”
How //Signal Segments works
Vafaey says the technology uses an on-page tag to capture how a publisher’s audience is engaging across all pages and ad placements, using the granular data to predict how the inventory will perform. Beta testing has shown the predictions, which are made accessible directly to programmatic buyers in real-time, to be 94% accurate.
Publishers have seen that for every 10% increase in viewability drives a 38% increase in publisher CPMs. Publishers can therefore hit an advertiser’s KPI’s with fewer impressionsBabac Vafaey, VP Product – //Signal, Sovrn
Another key issue //Signal Segments addresses is the fact that ‘viewability’ as defined by the ad industry doesn’t necessarily mean that an ad is actually seen, let alone acted upon. Vafaey says, “//Signal Segments uses ‘engaged time’ which not only asks whether the ad was viewable but also looks into whether that page of content was fully engaged with by the reader.”
In third-party studies we’ve done, engaged time as a metric has proven to increase the effectiveness of direct response ads by 2.7 times and 2.6 times for brand awareness adsBabac Vafaey, VP Product – //Signal, Sovrn
Below is a //Signal Segments showcase given at this week’s AOP Tech Talk conference highlighting new publisher technologies:
Disclaimer: WNIP is wholly owned by Sovrn Holdings, Inc.