A New Sustainable Revenue Stream
Today’s brand marketers want outstanding results for their campaigns and rely on data to drive their media-buying decisions. With OpenX audience segmentation, you can deliver the detailed audience targeting that advertisers demand and generate new sustainable revenue at the same time.
Audience segmentation lets you develop your audience data into segments for direct-buys and real-time selling. And you can import your own audience data into the OpenX ad server to enable targeting, reporting, and forecasting. The menu-driven, plain-English interface allows you to define, create, sell, and make money on your audience segments – quickly and easily.
Advertisers want highly relevant profiles and are willing to pay a premium for them. After all, highly targeted inventory yields the kind of results that advertisers need. By offering actionable audience segments, your sales teams can easily justify and receive higher CPMs. Plus, you can close more deals and attract a bigger pool of advertisers.
Sophisticated retargeting capabilities
With audience segmentation, you can help your clients maximize their investments by enabling them to re-engage their audience on your website. Sophisticated retargeting capabilities let your advertisers follow their best prospects as they travel across online channels, mobile devices, and IPTV — improving conversions and return on ad spend.
Profiles from third-party data
Create unique audience segments by combining your own in-house data with third-party targeting data – such as household income, marital status, and even purchase history. Powerful third-party integration means all first and third-party data resides within your ad server for maximum efficiency. Our workflows streamline the integration process, making it very easy to identify, describe, and sell these enhanced profiles to advertisers at a premium.
Special reports help you understand your website’s audience make-up and measure the performance of your audience segments across your network. Review-at-a-glance the number of ad requests and impressions delivered against the segments, number of unique users reached, average frequency, and more. The audience segmentation reports provide the critical data you need to price your segments at their true value, and demonstrate that value to your advertisers. You can also use them to track the size of your audiences, monitor growth rates, and ensure ad delivery.
Sound privacy controls
Since you can run OpenX Enterprise within your domain, the tracking cookies are first-party and not subject to third-party cookie blocking on browsers. The result: you can build a larger targeted audience. To protect user privacy, OpenX also provides easy end-user opt-out controls.
Simple, logical workflows written in plain English let you create audience segments and offer them up for sale quickly and easily. Beacon tags are generated automatically – all you need to do is copy and paste them to your site and you’re done. Once you create the audience segments, you can add them to your stable of ad products, or to your real-time selling rules within minutes.