Get Smart: Two Easy Ways to Deliver Smart Impressions
“Addressable or ‘smart’ impressions are more valuable to the advertiser than non-addressable or ‘dumb’ impressions, as they provide more data about the audience that significantly improves targeting capabilities. Therefore, smart impressions garner more of the advertising budget, fetching CPM levels that are 2 to 3 times higher than those of dumb impressions.” - Mike O'Neil, VP Programmatic Sales & Partnership, Triton Digital
But how do you go about converting your dumb impressions into smart ones? Here are two easy ways you can wrap data around your impressions to make them targetable, addressable, and smart.
1. Registration Data
By now, consumers are accustomed to providing some personal information to gain access to desired content. It requires minimal lift in exchange for major reward. So, gate your digital audio stream with a quick and easy registration form that asks for Zip, Age, and Gender. Or, make it even easier by enabling login access through Facebook. One click, and you've got all the info you need to deliver smart impressions to your advertising partners.
2. Unique Identifiers
If you don't want to gate your content with a registration form, having a unique identifier for each listener is critical in providing smart impressions to your advertising partners. Depending on the player platform, unique identifiers are implemented in one of two ways:
Mobile Applications: Both the iOS and Android mobile operating systems incorporate an Advertising ID that is unique to the mobile device being used by the listener to play the stream.
Browser-Based Players: Website cookies are exchanged in such a way as to identify a unique listener across multiple servers. This process is typically referred to as “cookie sync”.
By leveraging audience segmentation data from Data Management Platforms (DMPs), you can use unique identifiers to integrate your listeners into buying segments, making your inventory targetable and more valuable to advertisers.
The benefits you'll see from smart impressions go beyond bringing value to your advertising partners. Publishers within the a2x audio ad exchange have experienced increased CPMs, the capacity to run interest-based ads, and better fill rates. In fact, over a one day period, a large a2x publisher saw a 354% increase in fill rate for Android devices when a unique idenitifier was provided vs. when an identifier was not provided.
For more information about addressable impressions or integrating those impressions into our programmatic audio ad exchange, a2x, contact a representative today!
