Behind the Platform: NEW Cookieless Context Demographics Targeting + Video

Behind the Platform: NEW Cookieless Context Demographics Targeting + Video

Great news! Bidtellect is excited to offer what we believe is an industry first: a way to skew campaigns towards Gender and Age demographic selections based on domain reported site analytics without the use of cookies.

Read the Press Release:

Bidtellect Releases Cookieless Context Demographic Targeting Feature, Industry First

What does it all mean?

The first of its kind, Bidtellect’s new Context Demographics Targeting DSP feature allows advertisers to target age and gender demographics without cookies for the privacy-first future. This cookieless context differentiator is the first of its kind in the industry and unique to Bidtellect!

It also offers a cost-effective solution, saving advertisers on costly audience data and giving them ability to balance scale and accuracy according to their unique campaign goals and budget.

How does it work?

The DSP features a slider that allows advertisers to select age and gender targeting based on domain analytics across Bidtellect’s premium supply placements. Advertisers can choose domains that skew either heavily male or female, and choose from six age ranges to target solely or in combination with one another. For example, an advertiser might wish to target 65% women-visited sites, which would target domains that have at least a 65% female population of visitors, based on domain analytics.

Note: “Or” Logic applies between the demographics selected within each category
“And” Logic between the two different demographics themselves.

 

Key Features & Benefits:

  • Cookieless solution allows advertisers to skew campaigns towards a given age or gender demographic.
  • Cost efficient add-on vs. expensive data CPM
  • Increased control with the ability to balance scale vs. accuracy

To learn more, download our onesheet below or reach out to your Bidtellect contact! You can also contact us here. 

Watch now! VP of Product Arthur Hainline takes us behind the platform and walks through the new feature.

Download the Onesheet

10 + 11 =

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Press Release: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

Press Release: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

Bidtellect is excited to collaborate with BidSwitch to announce the success of its SmartSwitch technology to optimize bidstream processing, save on listening costs, and ultimately drive performance.

To quote Michael Feeley, Bidtellect VP of Supply Partnerships and Product Solutions: “Everything we do at Bidtellect focuses on putting brand content in front of consumers at the right time within the environments when they are most receptive and likely to engage – in the most efficient way possible.”

The Takeaways:

Bidtellect utilizes BidSwitch’s SmartSwitch technology to optimize bidstream processing in order to reduce hardware costs and improve performance. 

  • Bidtellect saved 35% with one partner on listening costs with BidSwitch’s SmartSwitch technology
  • This led to a nearly 3x increase in auction win rate, which ultimately improves performance 

At Bidtellect, we help brand advertisers reach targeted audiences in contextually relevant environments at scale across the web. The optimization that we conduct at the bid opportunity level requires a huge focus on large amounts of the programmatic bidstream. Utilizing BidSwitch’s SmartSwitch technology helps to filter out unwanted inventory, thus reducing cost while simultaneously improving bidding performance for our clients.

BidSwitch_Black_WhiteBackground-01 (1)

Engineered by IPONWEB, BidSwitch helps programmatic ad-tech and media companies overcome increasing marketplace complexity by providing partners an efficient and transparent way to manage access to supply and demand at global scale. Unlike an exchange, BidSwitch operates as a neutral, infrastructure network, intelligently routing and filtering the bidstream to ensure optimized, non-fraudulent access for buyers and sellers. Today, BidSwitch facilitates more than 350 supply and demand technology partners globally to connect and trade media across the display, mobile, video TV, native and DOOH ecosystems, all via a single standardized integration. Visit www.bidswitch.com to learn more.

Bidtellect is a performance-driven DSP specializing in context-first optimization, cookieless solutions, and native programmatic. We pride ourselves in premium supply quality and optimizing down to the placement level, while offering deep campaign insights across a wide range of KPIs for our brand, agency, and trading desk partners. Bidtellect consistently outperforms competitors in nearly every head-to-head performance test thanks to industry-leading brand safety technology, premium supply quality, superior context capabilities, and proprietary bid factoring and optimization technology: delivering ads that work.

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3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

Bidtellect was proud to participate in Adweek’s NEXTECH: a three-day, live virtual event featuring brand executives and technology leaders sharing integrated strategies to succeed in 2021. Bidtellect led a workshop on the timely topic of context: Contextual Ad Targeting: Tips for the Modern Playbook

If you weren’t able to attend, Bidtellect CEO Lon Otremba invited guest Jeremy Cornfeldt, CEO, US of Brainlabs for a discussion on placement and context. How has placement evolved along with consumer expectations, and what does it mean for the future?

Watch the session below and read our 3 key takeaways.

Bonus: we have a onesheet for you! (Scroll down.)

 

Placement informs everything else.

The more specific your understanding of the placement, the more informed – and effective – your tools and outcomes.

Utilize a nuanced approach to context with tech

Think: pre-bid targeting and blocking, natural language processing technology, and sentiment analysis.

Context is the future - and the key to a cookie-less world

Think of context-driven approaches as complementary to data and audience ID usage – not exclusive from them.

Want more?

Download our onesheet: 3 Tips to Keep Your Campaigns Safe With Bidtellect & IAS Thanks to Context Control, Brand Safety

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Behind the Platform: NEW Cookieless Context Demographics Targeting + Video

Bidtellect is excited to announce its new proprietary DSP feature: context demographics targeting.

Press Release: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

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Introducing: Display Powered by Bidtellect

Introducing: Display Powered by Bidtellect

The Power and Performance of Bidtellect’s Context-First Optimization Intelligence, Harnessed For Traditional Display.

A NEW way to buy Display! Elevate traditional banner campaigns with Bidtellect’s Context-First & Cookieless Optimization solutions. Our technology prioritizes contextual relevance and sentiment, giving brands the opportunity to engage people at peak moments of intent. 

Bidtellect’s Context-First Optimization fuels our performance algorithm AARDVark, creating greater efficiencies and driving strong performance. AARDVark’s context optimization has consistently proven to drive superior results vs. competitors.  

Why Run Display with Bidtellect? 

As a trusted Native partner, we continue to prove our success for brands throughout the marketing funnel through our Cookieless Bidding and Optimization Signals. We are excited to open the doors to Traditional Display and roll out our proven strategies for brands to continue leveraging our smart optimization solutions across their programmatic buys.

Cookieless Bidding Signals

Strategy

Devices, Geo’s, Time of Day/Day of Week

Context

Site & Page URL, Pub Category, Page Context, Keywords

Placement

Ad Slot on Site, Location, Ad Size, Ad Type, Creative Version, Viewable

Dynamic

Bid Auction, Value, Price, Estimation

Bidtellect Display Benchmarks

0.25%

CTR

Comparable to Native

CPA & Cost Per Site Visit

:60s+

 Time on Site

Reach out to your Bidtellect Sales Rep today to get started today!

Hurry promotion ends September 30, 2021

What is Bidtellect’s New Trader Scorecard? We Answer Your Questions

What is Bidtellect’s New Trader Scorecard? We Answer Your Questions

Bidtellect announced the release of its first-ever online training and certification program. Here’s what to expect and why it might be right for you.

What is Bidtellect’s TraderScorecard?

TraderScorecard is a training and certification course designed to help you master Bidtellect’s unique platform capabilities, industry standard terminology, and strategic trading tactics.

What will I learn?

  • Proficiency in standard industry terminology and metrics
  • Mastery of Bidtellect’s Native DSP & unique capabilities
  • Ability to improve and optimize your campaign performance with tips & tricks
  • Level certifications to add to your Linkedin and social media profiles
  • Chance to earn monthly “Trader of the Month” title and prizes

How many levels are there?

At this time, there are three levels: Back to Basics, Bidtellect Products & Solutions, and DSP/Dashboard Overview, Performance, and Reporting.

Is there a cost?

There is no fee to take the course! You need only to sign up with your name and email address.

Do I earn a certification after I complete the courses?

Yes, you do! You earn a certificate through Credly, which can then be added to your LinkedIn profile. Each month we’ll also award top traders of the month, and offer prizes based on best performance.

Why do you need my email address?

Your email address is used to receive your certification through Credly. If you want to be included in the monthly newsletter, you’ll be the first to learn about platform enhancements, learn new tips, and measure yourself against your peers.

What if I don’t use the Bidtellect platform on a day-to-day basis and operate on a Managed Service agreement?

We still recommend the course! The course covers basic industry information and terminology that will sharpen your understanding of platform strategy to better work with your Bidtellect point person and help you navigate the industry as a whole.

How are the courses formatted?

Each course contains multiple lessons with a mixture of text-based information, lists, explanations, and videos of the platform. Each lesson within the course ends with a quiz.

How do I get started?

Here’s a step-by-step guide to getting started:

Step 1: Login

Step 2: Select Course

 

Step 3: Select Lesson

 

Step 4: Review Lesson and Materials

 

Step 5: Once ready, take the Quiz to test your knowledge

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3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

While Google’s recent press release on the deprecation of third-party cookies offered little in the way of new information, it forced the ad tech world to face the future with a bit more clarity and perspective. Google dashed any last hopes of a silver bullet with regard to unique identifiers (I now realize there was a small part of me still hoping for a browser based Ad ID), and made it clear that they would not involve themselves in any alternative, consent-based identifier framework (though it also seems that they will not obstruct such efforts). The programmatic advertising world is facing their options having heard Google’s qualifications, but for real this time.

Three core tactics present themselves as Chrome depreciates the third-party cookie.

 

1. Consent-based, Cookie-less Identifiers and Strategies

One clear path will be to use consent-based, cookie-less identifiers. Many large players in the industry are working towards these identifiers including but not limited to LiveRamp, The Trade Desk, and Lotame. These solutions seek to preserve the framework by which the Lumascape primarily transacts programmatic advertising –identity–while sourcing identity in a privacy compliant manner. While Google clarified that they will not be investing in this type of solution, these new identity products should still work, with some caveats. The size and scale of the addressable web within the scope of these new identity products remains unknown, and the big question is, what portion of the web are advertisers willing to sacrifice in order to maintain the status quo? Quite a lot, I suspect, especially upon consideration of the investments made into DMP’s, first party data, and other countless data strategies over the years.

The typical tactics of audience targeting, re-marketing, and others will continue to work in some capacity, and agencies and brands will continue to be able to communicate those identities to DSPs and down the line for execution. The scale and addressability will all just be some amount worse, as it is now compared to a year ago, and as it was a year ago compared to the year before that.

 

google chrome no cookies

 

 

2. Google’s Proposal: FLoC Buy In

Another alternative is Google’s proposed set of solutions. The Federated Learning of Cohorts (FLoC) adheres to the rigors of privacy restrictions (self-imposed or otherwise) without requiring user consent. It sounds great, but there are a few trade-offs, most of which remain murky. Google claims “that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising,” but the methodology with which they came to that conclusion is not transparent. Google additionally proposed that audience creation and measurement can be accomplished using FLoC; these proposals, however, remain incomplete and subject to change. The lack of clear information and plans from Google makes FLoC difficult to plan for and invest in. No one is clear about how well it’s going to work, and how much work it will take to get it to work.

We can at least say that FLoC will be one solution among three that will make a large portion of the web semi-addressable, with “semi” being a flexible and unknown qualifier for some time. Another large portion of the web (everything but Chrome) will remain non-addressable.

 

3. Just Let All These Post-Cookie Identifiers Go

While staring down the prospects of unique identity and FLoC in the future, one must ask, is it really worth it? Have we strayed too far from the light? Are all these sacrifices and efforts worth hanging on to whatever scraps are left of addressable programmatic media?

Each will have to answer that question for themselves; however, we can say that with a combination of intelligent contextual targeting with aggressive optimization based on non-identity signals, audience targeted programmatic does not have a monopoly on digital performance marketing. In fact, in the grand scheme of targetable audiences that exist in the ecosystem now, very few can justify their price against their performance. Dynamic and algorithmic optimization that goes beyond bid modifiers using non-identity signals reign supreme in performance, and letting go of identity seems like the sustainable bet.

Furthermore, while the addressable web shrinks, the rest of it goes on sale. As buyers concentrate their bidding power on those auctions where the user is known and consented, those auctions where the user is not known will have fewer bidders and ultimately lower media cost.

In the end, the smartest strategy will be one that can make the best use of all the available tools. A programmatic media plan that can work with the addressable web in the new era and understand its limitations while also testing and applying non-identity based programs will be the winner. The best planners and executors will also have a keen understanding of how their different identity and non-identity tactics will interact with their measurement and attribution solutions.

 

arthur hainline bidtellect

Arthur Hainline is the VP of Product at Bidtellect