Blog skyhook logo 6 Ways Location-Based Context Gives Advertisers an Edge for Optimizing Ad Inventory Value

Dec 11, 2014 11:48:49 AM

6 Ways Location-Based Context Gives Advertisers an Edge for Optimizing Ad Inventory Value

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The mobile ad ecosystem is a crowded marketplace of companies hustling to differentiate themselves and prove their value. Here are six articles that highlight the value of accurate location-based context for advertising companies that want to optimize their ad inventory and deliver relevant content everywhere.


1. Relevant Content or Privacy: Choose Both

Publishers are always looking for ways to increase the value of their ad inventory and deliver relevant content to their audiences. The challenge many publishers face is how to increase ad inventory value through personalized ads without exposing sensitive, personally identifiable data and violating user privacy. As a result, publishers are settling for lower value inventory because they don’t have the ability to share anonymized more valuable consumer data with their SSPs.

The truth is that publishers don’t need to violate consumers’ privacy or give away proprietary information to increase the value of ad inventory and deliver relevant content.

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2. Contextual Data Increases Ad Inventory Value

By cross referencing consumer personas with venue profiles, advertisers can have contextual data on where users are and when. This data can be applied to media buying algorithms to increase the value of ad inventories. This level of audience and venue knowledge enables advertisers to deliver more valuable advertising at a higher CPM and with greater conversions.

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3. SSPs Can Increase Ad Inventory Value With Context

When honing in on Supply Side Platforms (SSPs) specifically, the biggest differentiators will be based on the information they can provide and the prices they can command for their client’s inventory. While their ultimate goal is to attract and accumulate as many publishers as possible in order to have the inventory to sell, being able to maximize prices and sell inventory that advertisers want is essential.Personas

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4. DSPs: How to Dramatically Increase Your User Ad Engagement with Location-Based Context Data

The biggest differentiators for DSPs are their abilities to return the highest engagement out of their users - which also results in higher ROI for their clients. Because each DSP has their own specialty - from performance-based to highly targeted brand campaigns - their capabilities to serve their user base with the most relevant ad message is essential, as it drives campaign success.

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5. Transform Invasive Ads Into Relevant Content to Increase Conversions


The difference between intrusive ads and relevant content is context. The more you know about your consumer the more relevant your message is. We are not far from a future in which content is constantly adapted and served based on user context. Armed with contextual data on consumers, publishers can make smarter decisions about what content will most likely interest and engage their readers, help them through the decision-making process, and reduce choices to only those that are relevant. A highly engaged audience means more ad impressions to serve, and a highly segmented audience is an opportunity to monetize with targeted advertising.

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6. Not All Location Is Created Equal: How Accurate Location Data Increases Campaign Performance

Making the assumption that any location is good location proves to be costly for advertisers and a missed opportunity to deliver highly targeted content to their audiences, therefore depleting profitability and performance. Overlooking the accuracy of location data results in advertisers serving the wrong content to the wrong people in the wrong places. Building audience personas with inaccurate location means that advertisers will not truly know their audience and will not be able to provide relevant and timely content.

Exact location yields an increase in the effectiveness of programmatic bidding algorithms and the value of ad inventories by reaching consumers where and when they are in decision-making mode.new_personas_streetscene

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