Creating an Audience Network

You have reach, but often you are selling inventory at the lower end of the price spectrum, especially if you are placing ads “blind”. Of course, if you happen to run an exclusive network, then you know what advertisers are prepared to pay for performance.

Grapeshot DNA can extract the important words and categories for any page that shows an ad. It means your network can overnight fulfill either contextual campaigns where ads are targeted to particular pages, or you can offer behavioural campaigns, reaching certain users who have a particular Personal DNA.

Grapeshot DNA intercepts the URL of the ad call, and sometimes the Cookie ID of the user too. Grapeshot automatically calculates relevant words and categories, for both URLs or Cookie IDs

Deploying Grapeshot DNA allows you to automatically categorise the publishers' content, and start to build out a rich matrix of which pages correlate with certain words or ad categories. This is the Document DNA.

Calculating the Document DNA using Automatic Content Analysis saves you time and effort manually assigning categories to each and every website you represent. It can also help you find non bona fide content, and prevent ads appearing where they should not be.

By adding the Document DNA of each page view with the Personal DNA associated with the Cookie ID, Grapeshot can cluster out sub-themes for each user. The collection of Personal DNA every time an ad is served helps to build out a diverse set of categories that describe the userbase which sees those ads.

Your opportunity is to turn your existing ad network into an audience network and offer campaigns targeted by certain categories or collections of keywords. More precision and more performance.

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