Optimised Banner Ads

Grapeshot DNA automatically describes content and users - for contextual and behavioural campaigns

It is obvious that publishers need to try and earn more money out of their CPM banner ads. You can charge a premium if you place the advertisers ad on the right page, or with the right user.

But why do you think you have to tag up your content in advance? Your editorial copy changes daily, and the precision of placing "Travel" ads in the "Travel" section does not capture the user who is, perhaps right now, looking for a holiday opportunity in Italy.

Publishers can be clever, by-passing any cost of time or resources spent on tagging content. With Grapeshot DNA, you can analyse your content automatically, and convert the Document DNA of pages, or the Personal DNA of users, to actual ad campaigns your ad sales team can sell.

Grapeshot DNA can take the text of the page - in the example below, something about finance - and convert it to a campaign category called "Finance" which gets inserted into the ad tag automatically. hence a Finance campaign ad is shown.

The ad call does the work - leaving your ad sales team to think up their own campaign categories.

In the DyNAmic Ad Tag method, Grapeshot DNA substitutes the campaign category in the key parameter of the Helios IQ ad call, automatically. So Grapeshot passes the "Finance" category to the ad server, and a Finance campaign ad is displayed, automatically.

You could sell "Finance""or be more granular and choose "Mortgage" campaigns, or celebrity niches like "Lewis Hamilton" or "Amy Winehouse".

Based on the specific campaign and audience needs of your advertisers, you can use your existing industry standard ad server as the tool to deliver contextual or behavioural ad campaigns - now!

Grapeshot DNA calculates both keywords and categories, for either the page or the user (Cookie ID) viewing the page. You do not need to alter your ad tags embedded on the page, nor do you have to tag your content in any special way.

Your broader opportunity is to consider each ad slot, not just as a method for instructing the ad server on the theme or category of the page or user - but also as a way of building intelligence about your own readership. How many people are interested in "Mortgages" or "Lewis Hamilton"? This helps you define your audience to your advertisers and build a better picture of the niche segments you can offer.

More precision converts to higher CPM pricing - but because you are using your existing industry ad server, all the usual rules on frequency capping, time of day and other ad match criteria still apply.

Grapeshot DNA provides an additional intelligence layer to what you already use today.

Why go out and commission an extra special behavioural capability, when your standard ad server can now do the work for you?

Contact us for more information.

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.