Audience Manager Video Segment Targeting
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Solution Overview
Problem
Advertisers face challenges in achieving a 100% on-target rate for advertising campaigns due to mismatched demographics, leading to significant impression wastage and revenue loss for publishers, as conventional methods rely on guessing audience demographics using first-party and third-party data, resulting in a 40-45% wastage rate.
Innovation Solution
An audience manager is configured to create video audience segments by storing user identifiers and demographic information from demographics providers, allowing for the identification and merging of similar segments to generate target audience segments that closely match the intended demographic, thereby reducing impression wastage and improving campaign effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If publishers use first-party and third-party data to guess audience demographics, then they can target campaigns without detailed demographic tracking, but this results in 40-45% impression wastage due to demographic mismatch
Solution Approach 1:
The patent implements feedback by using actual demographic data from demographics providers to verify and adjust audience segment compositions. The system continuously monitors demographic performance and uses this feedback to optimize targeting, reducing the 40-45% impression wastage associated with guessing demographics while maintaining ease of operation through automated adjustments
Solution Approach 2:
The system enables self-service by automatically creating and optimizing audience segments using demographic data from multiple sources. The platform autonomously performs demographic analysis, segment creation, and campaign targeting without requiring manual publisher intervention, thereby reducing impression wastage while maintaining operational simplicity
2Productivity
If publishers target campaigns based on guessed demographics using available data, then they can launch campaigns quickly, but this causes significant revenue loss due to mismatched audience delivery
Solution Approach 1:
The patent applies preliminary action by pre-creating and validating audience segments using demographic data from multiple providers before campaigns launch. This advance preparation ensures accurate demographic targeting is ready when campaigns start, eliminating the need to guess demographics and preventing revenue loss while maintaining quick campaign deployment
Solution Approach 2:
The system introduces an intermediary layer that aggregates and validates demographic data from multiple providers before campaign execution. This intermediary process ensures accurate audience composition without slowing down campaign launches, as the demographic verification happens in the background, thereby preventing revenue loss from demographic mismatches
3Measurement precision
If advertisers require high on-target rates, then campaign effectiveness improves, but publishers incur significant impression wastage when using conventional demographic guessing methods
Solution Approach 1:
The patent merges demographic data from multiple providers and combines multiple audience segments to create highly accurate target audiences. By aggregating data from Nielsen, comScore, and other sources, the system achieves high on-target rates while reducing overall impression wastage, as the combined data provides more accurate demographic signals than any single source alone
Solution Approach 2:
The system creates composite audience segments by combining demographic information from multiple providers in specific proportions. This composite approach achieves high demographic accuracy and on-target rates while minimizing impression wastage, as the composite segments leverage the strengths of different data sources to create optimally composed audiences
Data Source
AI summary
Creating audience segments for campaigns is described. In one or more embodiments, an audience manager is configured to create, for one or more videos, a video audience segment associated with the video by storing, in a data management platform, user identifiers of users that viewed the video. The user identifiers can be received from a client player each time that a video is played at the client player. The audience manager is further configured to extract demographic information from a demographic report associated with the video that is received from a demographics provider, and to associate the demographic information with the video audience segment. The audience manager is further configured to generate a target audience segment for a campaign by merging and combining user identifiers that are included in two or more video audience segments.