WHO SEES YOUR ADS?

Targeting data determines who sees your ads. But how do you know it’s targeting the right people? Don’t risk wasting valuable ad dollars. Our peerless system uses AI and sophisticated statistics to bring meaningful, real-time insight to your online campaigns.

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Deep, Actionable Analytics

We provide robust reports to your inbox, in real time, while your campaign is running. You’ll be able to confirm what your data providers are telling you about which audience segments you’re reaching. You’ll learn what other ads the people that saw your ad also viewed. And not only will you learn about concurrent campaigns, but you’ll also gain insights into exactly how your competition did on the same targets. What creatives did they use? How did your ads look next to theirs? Our campaign monitoring provides deeper, more nuanced results, allowing greater context and analytics of superior resolution.

Custom Tailored Panels

Bespoke panels are composed of small, niche audiences, where the sum of all the visitor profiles contained within cover your entire target audience, and that of your competitors. We add extra customization by designing different bespoke panels for each individual campaign. This means we aren’t limited to using the same profiles for all of our monitoring activity, which promises more replicable and statistically accurate results. We make sure you’re comparing apples to apples.

Verifying the Verifiers

Every activity, new cookie, click or website visit on the media list can skew a profile. A person previously identified as a Chief Technology Officer that’s also in the market for a new Lexus and a pet trainer may only see ads related to dogs and cars, once retargeting catches her. This is a common problem with live panels, so we’ve engineered our panels to be far more resilient, adding a number of factors to ensure the audience is kept authentic and on target. These include recording Google’s ad settings to identify appropriate interests, an analysis of cookies and trackers, and more — all of which come standard in our reports.

Rapid Setup

Each client’s audience is unique, and we’ve built our tools to accommodate this with unprecedented precision. We’ve built libraries of activities that define hundreds of everyday life variants, going far beyond age, gender, income, and work segments. It’s an ever-shifting, multi-dimensional matrix of interests, which can quickly and precisely set up audiences. Once the proper mix is agreed on, we’ll have live data available in days, with the first meaningful report delivered within the fortnight.

Frequently Asked Questions

How small or niche can my audience be?
As small or niche as necessary, with accurate results. Our competitors often claim that they can narrow their massive, human-based panels down to focus on niche audiences, but once they start combining targeting characteristics, like “is a CTO” AND “works for a large company” AND “lives in London” the panels end up with very few people, too small of a group to be reliable. Add to that the “dogs and cars” problem discussed earlier in the “Verifying the Verifiers” section, and their panels become entirely ineffective.

We, on the other hand, can create accurate, entirely custom panels of an appropriate size. We could assemble a panel of CTOs - some working for small companies, some more corporate; some interested in cloud computing, some mostly interested in buying a car. Using a large number of specialized profiles, we could map the target audience, and provide meaningful reports on highly targeted campaigns.
What makes up your panels? Is it bots? Is it humans?
It’s an efficient combination of the two. Classically, audience measurement panels were comprised of real people, each with a unique digital footprint. The problem with this approach is that it’s time-consuming and expensive, if not impossible, to find the right attributes for your target audience with the granularity and specificity you’d like.

People are prone to errors. Machines aren’t, and they can work 24/7 when needed. So we construct your audience members to the exacting specifications you require and continue to develop and validate them with real humans, before handing monitoring over to the bots. The results are inevitably more accurate, and far more cost effective.

Our "BOBs" are not exactly just bots, and they are not likely to be detected and blocked. Bots are scanned for because of their use in ad fraud. The volume of bots we employ is far smaller than the activity threshold these scans are looking for. Plus, over the years we’ve developed sophisticated functionality to avoid detection. It’s a good thing we’re the good guys!
How accurate are the results?
Very accurate. Unlike a human panel, we have absolute control over the makeup of the audience. They’re bots, but we build them using human input and profiling. In construction, we also include in-depth analysis, ad settings, and cookies, and we monitor the bots’ performance with human verification checks. We can schedule exact timing and activity, recording every action and every piece of data 24 hours a day, every day. In the end, our panels are far more accurate than a human panel ever could be.
What makes a digital footprint?
The digital footprint of a given internet user is determined by their online activity. We collect cookies, pixels and other trackers and store them in the user’s profile folder. The profile footprint takes around a week of accelerated operation to mature before monitoring can begin. Once running, the footprint can be read by the multitude of digital advertising players to determine which ads are served to them.

Ad blockers, browser ad settings and responses to GDPR authorizations can impact the footprint, and our default is to be as open to the influence of advertisers as possible.

If required, we can limit the visibility of our panel to understand the effect the blocks may have.
Does the monitoring affect our campaign results?
Not at all. We can adjust the scale of the panel to ensure no significant statistical effects will be seen. We agree on volumes and frequencies with the client in advance.
How easy it is to work with you?
Quite! Our team has considerable experience with the complexities of audience digital footprints and can offer invaluable help in identifying the precise footprint of your audiences.

We generally meet with a client at the start of the project to fully understand their requirements, and then we develop a detailed specification and proposal. We start work as soon as we have approval, and, depending on the client’s needs we can provide live data feeds, as well as interim and final actionable reports.