Who is Seeing or Clicking Your Ad?

Personal DNA describes the users who click on your ads

Despite the advanced metrics of online publishing, many advertisers feel there is still wastage in their campaigns.

Segments of audience are often nothing more than all the people who visit a certain website section like Travel, Finance, or Sport.

How do you discern between a Formula 1 addict and someone following the Football Premier League?

Choosing simplistic segments like “Sport” can be too broad, especially as your campaign metrics increasingly concentrate on CTRs and CPRs (Cost per Response). You need leads rather than just brand on a page view!

Grapeshot DNA discovers the “Document DNA” of the pages where your ads are shown, and the “Personal DNA” of users who see and click on your ad.

Understanding the DNA of people who click on your ad, helps you consider the niche audience segments you need to continue to target with more precision, to achieve the higher performance ad campaigns you require.

How does it work?

Your ad campaign already loads banner ads on an industry standard adserver. Grapeshot supplies a small addition to the adtag HTML script. That is it.

In real-time, as your ad is served in a campaign, your ad triggers Grapeshot to gather the Document DNA about the page in which the ad is served.

The combination of the Document DNA is blended with the ever changing Personal DNA of each user. Grapeshot DNA uses everyday words and categories which are automatically collated and ranked by significance using the special Grapeshot algorithms. These DNA words help to define the characteristics of those who responded to your ad campaign – knowledge for you to exploit in subsequent weeks of the ad campaign!

Grapeshot DNA integrates with standard ad server systems, we just supply you with small edits to the standard ad tag script that you forward to your agency or publisher.

If you create a range of creatives for a single campaign, then Grapeshot DNA can be used to switch the creative based on the Document DNA of the page or the Personal DNA of each user.

The decision to switch banners is made in real-time, as part of the ad server call itself. Now that is using your audience to determine the ad you show!

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Grapeshot's Document DNA

Grapeshot's Personal DNA

Grapeshot deploys advanced implicit search technologies to read the context of documents and build real-time profiles of users to target better online advertisements or content recommendations.