Defining the Internet user’s behavior, interests, socio-demographic and economic characteristics knowing only the generated traffic, is a real challenge and represents the key of success in Advertiser-Publisher relationship.
The irrelevant ad content is an unwanted factor in online ad performance campaign. Internet user is exposed to ads that have a random displayed order or established by financial or principal facts, disregarding the most important aspect: the consumer satisfaction. The direct result of this approach is reflected in the Internet users attitude. More than half of them are becoming uninterested or disturbed by these ad messages. The ad campaign impact open users reflects financially among Advertisers, because of the high costs promotion, but also among Publishers by an inefficient using of ad space.
A solution for this problem is ads intelligence tag, having a conversion result and the transformation of online environment into a pleasant experience. Because of intelligent systems produced in the Research & Development division, the Internet user will receive the advertorial content that relates or that represents an image of his immediate interest.
Social demographic characteristics (such as sex, age, level of education) of Internet users are predicted with the help of the newest technics of Artificial Intelligence and Data Mining. Neural Methods, Hybrid Methods and Artificial Immunological Systems are therefore adaptable to your needs, the results are significant, reaching an accuracy of 75%-78%. This information, used intelligently by Advertiser, can efficiently target the ad message.
An example is the targeting younger segments with game consoles ads or banners promoting makeup to female users.
The Internet user’s behavior is diverse. There are many typologies that characteristics such as sex, age, education or financial situation cannot reveal. These are not predefined, but serve as a common interest to individual groups acting as a whole.
The population segmentation refers to CPC campaigns, defining therefore the group of users with the highest receptiveness to the advertorial exposed content. Through this method the campaign delivery is made only on segments that have interest for displayed ad message, assuring the maximum performance of ad campaigns.
The online activity is dynamic, extremely diverse and related to Internet users’ needs and interests, so that their determination is a necessary condition for a successful campaign. User express their needs through search keys (through independent search keys or through in-site search) and the ad platform is the one who takes the messages, understands them, clarifies them and used them for obtaining the suitable ad content.
Natural Language Processing is therefore helping to extract indirectly certain information in search keys. We defined the concept of „Intention Now!” a method that has the purpose to provide the right message at the right time. The one who establishes the rules is the consumer himself.