In the world of marketing today, striking deals with major publishers has always been an important topic and a key factor of success for advertisers. There’s consistently a lot of talk about how deals can be made more effective for both advertisers and publishers alike.
As 2016 came to a close, the lessons of why deals were not performing optimally at scale were obvious: the kinds of deals that the ecosystem was flooded with had little to no addressability of the advertiser’s most desired audience on the publisher’s side. There was a need for a more sophisticated deal offering, one that granted advertisers with more reach and higher conversion rates while also supplying publishers with improved spend and yield management.
To tackle this issue, MediaMath developed unique and proprietary ways to sync audiences with some of our biggest supply partners, and then work with them to create unique and high-performing deals. These Guaranteed Audience deals are deal IDs generated by supply partners via an overlap of a particular set of MediaMath Audience Data on publishers, taking into account key performance metrics such as high win and conversion rates.
There are few ways in which we envisioned and scaled this product. Through our proprietary data modeling platform, we developed audiences which performed exceptionally well for our advertisers. Then, proactively before the campaign execution, we set up these audiences for syndication through data transfer systems such as Amazon S3 architecture, file transfer dumps, and secure syncs. Using the audience overlap, partners are able to identify the likelihood of that segment on specific publishers and identify the best publishers to participate in the deal execution.
When advertisers express an interest in Guaranteed Audiences, MediaMath can work with any exchange to strike deals on publisher sites where the audience overlap is the highest. Advertisers are then guaranteed that their ads will be delivered on sites where performance KPIs will be exceptionally strong.
MediaMath strongly believes that 2017 is the year of audience-driven deal executions. As we continue to onboard more clients and partners, we are looking forward to soon publishing a case study around the tremendous success we are seeing with Guaranteed Audiences so far, and how we see it growing in the future.