User Contexts
Contextual analysis of every page view in which a campaign ad shows, actually helps agencies get proprietary "pre-click" intelligence to combine with their post-click analysis and down-stream review of the consumer journey.
DoubleClick DFA and other agency ad platforms already help to assess the CPA and other performance metrics on how consumers respond to creatives; but Grapeshot's contextual analysis of the pre-click impressions helps to establish the contexts in which users see the advertiser's brand. Unlocking the contexts in which users do not click, as well as do click, has proven extremely insightful for campaign managers.
Campaign Audit
A Grapeshot tag is inserted within the standard creative ad tag. URLs in which ads appear can then be analysed to understand the language, context and category of the page in which the brand campaign ad appeared.
"DNA" keywords extracted by Grapeshot for the URL in which the ad appears, can also recommend relevant e-commerce products and related product literature to compliment the ad. Campaign creatives can be adjusted in real-time to show different strap-lines or different destination links, adapting to the context of the page in which the ad is appearing. Grapeshot's MediaShot interface gives campaign managers easy insight into the contexts where campaigns achieved the best share of clicks or CPA efficiencies. Similarly Grapeshot can show the contexts in which the campaign was wasted or had "ullage".
The screenshot below shows how an Xerox campaign for printers achieved the best click response from computing, soccer and boxing contexts; whereas the wastage, or "ullage" came from contexts of comics, the arts and humour. This is vital information for a campaign audit to understand where wastage can be optimised out of a campaign.
Efficient RTB
Live bids on SSP (Supply Side Platforms) are dominated by user retargeting. Bid prices are driven higher when a known cookie id is identified, making the media buy more expensive. Unknown cookie ids are often priced much lower, creating a price opportunity to use Grapeshot contextual intelligence to buy the ad slot for a cheaper price, with the knowledge that the ad impression is still relevant to the advertiser's brief.
Grapeshot has live-bid interfaces direct with Admeld and Rubicon, and can help media buyers exploit a spectrum of RTB bids where no user-retargeting value exists for the other buyers in the auction.
Both SSP and DSP (Demand Side Platform) systems are inceasingly driving efficiencies in the online advertising marketplace, giving sellers and buyers more control over base price points, and using auction methods to optimise price sold, or price bought. Grapeshot can leverage the value of contextually relevant URLs seen by cookie ids that are not yet within the limited cookie pools already collated by other bidders. This opens up huge value opportunities for media buyers and trading desks to use contextual technology alongside more traditional cookie re-targeting methods, to achieve a broader spectrum of relevance and volume for RTB campaigns.
Grapeshot helps buyers say "no" to many real-time bids, making sure campaign ads are always served into relevant contexts, thereby impacting overall campaign performance.
User Retargeting
Grapeshot can retarget users when it is allowed to drop third party cookies. As a technology provider, Grapeshot works within a customer's own Opt-In and Opt-Out privacy policies, enabling that one customer only.
Grapeshot has the technical ability to retarget a user seen on one website, when the same cookie id is seen again on another website, elsewhere within a customer's own network. This familiar industry-standard method of user retargeting is indeed simple; rather like spotting the same individual in the High Street and suggesting they revisit the store they had previously entered, and departed, unfulfilled. Many commentators describe this industry method as "stalking the consumer".
More sophisticated though, Grapeshot can also use the page context and successive page views by an unknown cookie id user to build contextual "Cookie Stories" that start to identify the user's habitual interests. This helps to invent a new set of profiled users and increase the size of the pool of cookie ids available to the one customer. Contextual extension of an audience, without the need to retarget based on website visits, can increase the breath and granularity of audience insight without requiring a user to first visit specific merchant websites in advance.
Our "Contextual User Retargeting Engine" (CURE) provides a rich array of keywords and categories with which to profile a user, beyond simply picking on users who have already visited a specific merchant website before.
Grapeshot as a technology provider only equips customers who deploy our "DNA" technology within their own proprietary networks, and who operate with appropriate permissions from their own partners and users. Customers can profile audiences under commercial terms and conditions which pre-exist with the parties involved, and use Grapeshot as a contextual technology within.
Grapeshot is not re-targeting users across seperate customer installations, and only operates exclusively for each Grapeshot customer as a proprietary technology provider within their own operations and business terms.
