Cross analysis site-centric and ad-centric data for maximizing revenue

Customer targeting criteria should be improved to maximize revenues from content and users, said Cedric Delzenne, Senior Manager and Head of Hong Kong Office of ‎55, The Data Agency.

Delzenne described how leading publishers leverage data to optimize ad space monetization through objectives, initiatives, and case studies, at the sixth annual Big Data & AI for Media  conference in Hong Kong from 7-8 December.

“Audience-driven monetization of inventory by publishers requires changes in the way advertising is sold, and a bit of technology to collect, analyze and activate data,” he said.

He gave examples of how different departments of a company can work together with AI to optimize reporting and monetization.

For instance, we can import DoubleClick For Publishers data into Google Analytics 360 to cross-analyze site-centric data and ad-centric data which can unveil new insights about no audience-driven campaign performance, Delzenne said.

He shared a case study on the analyze, which shows the average effective cost per mille highly depend on the sources of traffic, the device being used, and the category of content.

Delzenne hopes to utilize the data collected to create a more accurate Google Analytics audience segment to maximize revenue.