Category: Agency

“If there are no cookie crumbs left to follow across the internet, how are advertisers meant to find their target audience?”

This has been the question on everyone’s lips since rumours of the cookie’s demise began in (what feels like, at least) 1995. But when you consider that question in the cold light of day, it is kind of like asking ‘how am I meant to get a date without being able to stalk the people I like the look of?’.

It’s kind of weird. And it’s definitely unnecessary.

Well stalk no more, because at Converge, we have built a targeting tool that allows us to harness key data points – relating to both your campaign and your ideal audience – and hone in on what are deemed ‘ideal environments’ for your ads.

To achieve this, it’s all about answering 3 key questions: where, for who, and why. Think of it as matchmaking for your campaign – ensuring that your ads end up in the most compatible digital spaces for both engagement and interaction to flourish.

The Where – Content

This is where we begin to map out where we anticipate your target audience to be found. Details of your campaigns target gender, age, lifestyle interests and economic status, each help us to focus in on which publisher sites your key demographic is likely to be spending time on – and from there we engage Kantar survey panel data to be in a position to further focus in on which section (or environment) your potential customer is likely to interact.

The Who – Context

This part of the process is possible through what are essentially linguistic triggers, which have been meticulously crafted relative to various topics. So, when we are wanting to find an audience that is not only likely to be reading a certain article type, but truly engaging with it, we utilise the relevant ‘whitelist’ of keywords to that topic, and our Select platform will then scour content in search of those words to have your ads placed within the right context.

For example, where you may have previously only targeted 6 Nations readers in the Sport Section of The Times, you can now engage our keyword targeting for The 6 Nations (256 words), and as a result, you are in a position to find that ideal target audience reading about the sponsorship renewals in the Business section, or researching recommendations of things to do when visiting London within the Travel section.

The Why – Historical Data

And lastly, but by no means leastly, based on previous performance data available to us across the platform, we are able to recommend the best suited publishers, formats and creative types to compliment not only your campaign specifically, but also your brand overall.

Every month from March 2024, we will be offering context targeting within Select for the key events across Ireland and beyond – so if you are wanting to align your campaigns with engaged audiences, and elevate your advertising approach, get in touch today, and let’s build towards your next triumph in the ever-evolving landscape of digital advertising.

In working with Converge, be it as an agency or advertiser, you gain direct access to the prime inventory of premium digital Irish publishing titles, within the safe, controlled environment that is our Select platform.

But what if you have to work under the remit of running your campaign through DV360 or The Trade Desk or any other DSP? Can we still work together? Is that inventory limited to just Select? Are you doomed to buy from the abyss forever?

Fear not.

In the ever-evolving landscape of digital advertising, finding ways to reach the right audience efficiently and effectively is paramount. Private Marketplaces (PMP) within the realm of Real-Time Bidding (RTB) have emerged as a game-changer, offering a host of benefits for both advertisers and publishers alike. And as we are in the privileged position of working directly with these publishers, Converge can take specific contextually targeted inventory, and cordon it off within a customised, privatised bubble (or PMP) for you to buy within -thus allowing both you and your campaign to flourish in the wild.

Understanding PMP in RTB

Private Marketplaces are a subset of programmatic advertising that allow Converge to offer our Publishing partners’ premium ad inventory to specific advertisers through invitation-only auctions. These PMPs enable advertisers and publishers to establish direct relationships, giving advertisers access to high-quality inventory while allowing publishers to maintain control over their ad placements.

The perkiest of the perks:

1. Premium Inventory Access

One of the standout benefits of PMP within the world of RTB is access to premium ad inventory. Publishers often reserve their best ad spaces, such as homepage placements or exclusive content sections, for direct or PMP deals. This means RTB advertisers now have the opportunity to showcase their content in those most desirable positions, thus improving visibility and engagement rates.

2. Transparency and Brand Safety

PMPs offer a higher level of transparency and control compared to open RTB auctions.Advertisers can control the publishers they want to work with, ensuring that their brand appears in a safe and reputable environment. This control minimises the risk of ad fraud and exposure to potentially harmful content.

3. Targeted Audience Reach

PMPs enable advertisers to tailor their targeting criteria more precisely. By collaborating directly with publishers, advertisers can leverage first-party data to reach their desired audience segments with greater accuracy. Converge are also in the privileged position to be able to package specific contextual inventory into our deals, which will generally lead to not only better engagement with your advertisement, but higher conversion rates alongside more efficient use of your ad spend.

4. Reduced Competition

In open RTB auctions, advertisers often face fierce competition for ad impressions, driving up costs. In contrast, PMPs offer a more controlled environment with limited competition, allowing advertisers to secure impressions at more stable (and potentially lower) prices.

5. Customized Deal Terms

Private Marketplaces provide room for negotiation between publishers and advertisers.This flexibility allows for customized deal terms, such as fixed pricing,priority access to inventory, and creative placement options. Advertisers are afforded the position to lay out and negotiate terms that align with their specific campaign objectives.

Strategies for Success

To make the most of PMP on your Real Time Bidding journey, we would recommend the following as your best starting points;

Audience Segmentation: Use the targeting capabilities of PMPs to segment your audience effectively. Leverage the first-party data provided by publishers to refine your audience selection.

Creative Optimization: Tailor your ad creatives to align with the premium placements you secure through PMPs. Make the most of the premium inventory by crafting compelling, high-quality ads.

Collaborate Closely: Maintain open lines of communication with ourselves. Collaborate on campaign objectives, expectations, and optimization strategies to ensure a mutually beneficial partnership.

Testing and Iteration: Continuously test different ad formats, messages, and audience segments within your PMPs. Use performance data to refine your strategies and improve campaign outcomes.

Performance Monitoring: Regularly monitor the performance of your PMP campaigns. Adjust your bidding strategies and targeting criteria based on real-time data to maximise ROI.

Ultimately, Private Marketplaces within Real-Time Bidding advertising can provide a wealth of opportunities for advertisers to access premium inventory, maintain brand safety, and target their audience with precision.

If our Select platform isn’t an option for your business, then in harnessing our PMPs and implementing the strategies outlined above, you will be able to create more effective and efficient advertising campaigns that deliver superior results in the competitive digital advertising jungle that is Real-Time Bidding.

PMP in RTB. WTF? More like FTW!