Automated Platform Delivers Access to Database of 100 Million Mobile Users and Location Data to Drive ROI

NEW YORK – Sense Networks, the leader in delivering mobile ads based on mobile location and behavioral targeting data, announced the latest version of its Real-Time Bidding (RTB) software platform that enables Sense Networks to buy impressions on Mobile Ad Exchanges, providing a complete mobile advertising solution to its customers. Unique to other mobile advertising RTB platforms, Sense Networks incorporates real-time location lookup, a science-based prediction model and user identification with its MacroSense® database of over 100 million mobile users, each with 1,000 appended behavioral attributes that are extracted from location data. This generates trillions of data points for the RTB platform to process for each mobile ad bid request.

“Mobile Ad Exchanges are like the New York Stock Exchange for advertisements, opportunities to bid on mobile ad impressions are gone in milliseconds. The challenge becomes how marketers can bid on these ad impressions, yet assure they are reaching the right audience that will drive ROI”

Sense Networks receives nearly 10,000 bid requests from mobile ad exchanges every second – up to one billion bid requests daily. For each request, and within 17 milliseconds, its RTB technology performs hundreds of evaluations and numerical computations against a user’s unique data points and profile before returning a bid decision. The RTB platform applies Sense’s big data and machine learning expertise to sift through the data noise and find the meaningful numerical signals that will be indicative of the campaign goals, thus enabling marketers to reach their ideal targets with mobile ads.

“Mobile Ad Exchanges are like the New York Stock Exchange for advertisements, opportunities to bid on mobile ad impressions are gone in milliseconds. The challenge becomes how marketers can bid on these ad impressions, yet assure they are reaching the right audience that will drive ROI,” said David Petersen, CEO, Sense Networks. “The latest version of our RTB platform allows marketers to harness the power of our location and behavioral data, bid on the right impressions and ultimately reach their ideal consumer. The purchase of mobile ad impressions is becoming automated through Ad Exchanges. Sense is now even better equipped to take advantage of this fast-paced environment. ”

The RTB system was built to be both powerful and efficient, and it determines for each individual mobile user whether or not to serve a mobile ad and what price to bid. The steps for evaluation include:

Real-Time Location Context: Decides how close a user is to a retail location or other points of interest and determines if it is within the brand’s desired location distance.

Bid Field Requests from the Exchange: Analyzes 35 data fields sent with each bid request by the exchange. The technology builds models on all fields to determine which have predictive value.

User ID Analysis: Compares user IDs against Sense’s 100 million MacroSense behavioral profiles that are resident in its memory database.

User/Ad Interaction: Reviews impression frequency and click through rates (CTRs) to help understand how many times a user has seen an ad and clicked, to control how often a user is served an ad.

Prediction Algorithms: Passes values to a prediction model to optimize for CTRs or other campaign goals.

Bid Price Allocation: Evaluate user sessions and all input for a performance “score” and suggests a price per impression.

To learn more about RTB check out our infographic here.

About Sense Networks

Sense Networks is the leader in applying mobile location and behavioral targeting data to connect brands with relevant mobile users, through mobile ads. Sense uses the most sophisticated location data processing platform available in mobile advertising, to deliver mobile audiences at scale and a four time lift in click-through rates (CTR), compared to typical context-targeting. The company builds user profiles allowing brands to reach mobile audiences based on historical and real-time location data, combined with 1,000 behavioral attributes. Sense’s Retail Retargeting™ solution can identify and reach shoppers and prospects of the top retailers with relevant mobile ads when they are near the retailer, such as at home or work. The company has over six years of experience working with mobile location Big Data, processing billions of location points per day. The company was founded by computer scientists from MIT and Columbia and is backed by Intel Capital, Javelin Venture Partners and investors from the hedge fund community. For more information about Sense Networks visit us at http://www.sensenetworks.com/. Follow us on Twitter at @Sense_Networks.

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Online advertising is appealing because it is effective and measurable. The “Ad Tech” industry is a competitive and innovative space, where disruptive new techniques are frequently introduced to provide advertisers new tools, reports, and efficiencies for their advertising dollars. One of these new technologies is “Behavioural Advertising”. Online Behavioural Advertising (OBA) allows online systems to classify web-surfing habits and target specific advertisements based on the classification – this makes the advertising more efficient for the advertiser, and more relevant to the end user.

While Behavioural Advertising is both anonymous and a benefit to all parties, some people perceive the practice as intrusive and infringing on user privacy. Recognizing these concerns, the online advertising industry has worked together to form standards, regulations and opt-out systems. One of these standards – still under development – is called Do Not Track (DNT). Essentially, the DNT standard would be a feature built into all new Web Browsers, that would allow the end user to indicate their opt-out preferences. Under the standard, all members of the online advertising community and ad tech space would obey the DNT signal, and not use any behavioural classifications when deciding which ad to deliver to a browser.

Microsoft on DNT

One of the tenets of the DNT standard is that the end user be given the choice about the DNT setting in their browser. Microsoft surprised the industry when they announced that Internet Explorer 10 browser (IE 10) would set the Do Not Track to “on” by default in IE 10¹, and not confront the user with a clear choice during installation.

Microsoft’s decision to turn on the DNT signal by default goes against a standard that the majority of the industry has worked on, and gained agreement on in principal. It remains to be seen how the IE 10 issue will really play out, but some large industry members, Yahoo for example, have stated they are ignoring IE 10 DNT signals altogether². Therefore, this bold and independent move by Microsoft could simply backfire, and do a disservice to users of their web browser.

DNT in General

There are many technical details to be worked out surrounding the DNT standard, and if these are not carefully planned and implemented, there is a real risk that small and medium sized businesses in the online advertising ecosystem will be wiped out – leaving only the large internet/media companies such as Google and Facebook in the industry. The reality is that a large part of the Web is supported by advertising, and without efficient advertising the content will disappear, or only be accessible to people that can afford to pay. It’s conceivable that all quality online content will end up behind paywalls, and the Web will become a much less valuable source of information and benefit to society at large.

The IAB³ (Interactive Advertising Bureau) in partnership with the NAI⁴ (Network Advertising Initiative) and DAA⁵ (Digital Advertising Alliance), have worked together to create standards that allow anonymous and aggregate data to increase advertisers efficiencies while protecting end users privacy – see below for an outline of the IAB’s guiding principles for Behavioural Targeting.

Why DNT will hurt Small to Mid Sized Businesses

The World Wide Web Consortium’s (W3C) stance on the DNT standard has traditionally been very conservative. In an email from the NAI, describing a meeting with W3C’s Peter Swire, the NAI stated “(we) spent considerable time explaining how DNT could disproportionately harm the third-party ecosystem, and thus how it could endanger users’ access to cost-free ad-supported content and services. We drove home the point that the DNT policy currently on the table potentially establishes new barriers to entry for small players, creates competitive advantages for a select few large players, and threatens the current diversity of today’s innovative and dynamic Internet.”

DNT places a large and growing industry in potential jeopardy, but it goes beyond just the ad tech space. Small web sites and small business will suffer disproportionately under stricter online regulations. These companies increasingly depend on advertising to generate revenue, and behavioural advertising is the most efficient and effective means of advertising. As tighter restrictions like DNT come into play, these companies will lose efficiency and the opportunity to communicate with their customers and potential customers, leaving only the largest corporations to monopolize the business space while also digesting and controlling far more than simple anonymous browsing and targeting data.

Members of the NAI, DAI – and the vast majority of online behavioral targeting companies – do not use personally identifying information. Behavioural advertising employs anonymous and aggregate data, with no names, addresses, phone numbers or precise pieces of information that permit the identification of an individual; there’s no reasonable means of identifying a specific person based on the data industry members use.

A parallel between OBA and telephone marketing is sometimes drawn, but they are very different, and here’s why: online advertising generates revenue and supports content that is not intended to be free – it is valuable, and only exists online to generate revenue. Therefore advertising is reasonably acceptable, and making the advertising as efficient as possible is also reasonable, so long as personally identifying information is not used without consent. Furthermore online advertising does not interrupt your family dinner as do telephone marketing companies – you only encounter it while surfing the Web, consuming ad-supported content or accessing ad supported resources.

DNT will fail if not carefully implemented; as we have seen advertisers may circumvent standards that are unreasonable; the standard needs to find balance between protection of privacy, the ability to monetize publisher content, and ensuring economic growth for the online ad industry – i.e. other players aside from Facebook and Google.

eyeReturn supports the IAB’s self-regulation principles, and eyeReturn is a member of the NAI and the DAA

IAB Canada Online Behavioural Advertising (OBA) self regulating principles – Nov 23, 2012

• Education: participate in efforts to educate consumers and businesses about Online Behavioural Advertising
• Transparency: the deployment of multiple mechanisms for clearly disclosing and informing consumers about data collection and use with OBA
• Consumer Control: provides for mechanisms that will enable users of Web sites at which data is collected for OBA purposes the ability to choose whether data is collected and used or transferred to a non-affiliate for such purposes.
• Data Security: principle requires entities to provide reasonable security for, and limited retention of, data collected and used for OBA
• Data Sensitivity: recognize that data collected from children and used for OBA merits heightened protection, and requires parental consent

1. Source: http://blogs.technet.com/b/microsoft_on_the_issues/archive/2012/05/31/advancing-consumer-trust-and-privacy-internet-explorer-in-windows-8.aspx
2. Source: http://www.businessinsider.com/yahoo-ignores-microsofts-ie10-do-not-track-2012-10
3. http://www.iab.net/
4. http://www.networkadvertising.org/
5. http://www.aboutads.info/

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LONDON - Following confirmation of the agreement between the Digital Advertising Alliance (DAA) in the US and the European Interactive Digital Advertising Alliance (EDAA) in Brussels, Evidon – the world leader in empowering consumers and businesses to see, understand and control data online – is proud to announce its status as a Provisionally Approved Icon Provider for businesses in Europe to comply with the European Interactive Digital Advertising Alliance’s Self-Regulatory Programme for Online Behavioural Advertising using the industry standard Advertising Option Icon.

The provisionally approved status of Evidon as an Icon provider within the Programme is one key enabler in companies’ compliance with the broad rollout of the EDAA’s self-regulatory programme, which has ambitious goals for 2012. Evidon has been delivering the OBA Icon in agreement with DAA for EU clients since June 2011. As of May 2012, Evidon has more than 50 advertisers, ad networks, DSPs, agencies and publishers utilising its AdChoices notice in 16 local languages across all EU Member States. Evidon delivers the OBA Icon on more than 40 billion behaviourally targeted ads each month, a significant portion of which are in the EU.

“The establishment of the OBA Self-Regulatory Programme through EDAA is a key step in helping to foster more transparent relationships between site owners, advertisers, technologies and consumers,” commented Alain Heureux, President of the IAB Europe and Chairman of the EDAA. “We are pleased that Evidon, with its track record of partnering with the industry to power effective privacy controls worldwide, and broad, successful self-regulation, is now helping companies to put in place effective measures by providing the OBA Icon in Europe in accordance with this Programme.”

Evidon’s AdChoices solution for OBA Self-Regulation is a key part of an “ecology of solutions” that the online advertising industry encourages within the complex European regulatory environment.

Commenting on Evidon’s new status as an EDAA Provisionally Approved Icon Provider, Scott Meyer, Founder and CEO, said: “We are delighted with this endorsement and to be recognised as one of the leaders in providing privacy control through technical and compliance services. We look forward to working closely with the EDAA in helping to create a more trusted environment for everyone in the European online ecosystem.”

ABOUT EVIDON

Evidon empowers consumers and businesses to see, understand and control data online.

With insights fuelled by its Ghostery browser extension, automated scanner, and rich, 1,000+ company privacy database, Evidon enables businesses to assess the cookies and other tracking activity on their websites, helping them to protect their audience data and improve performance. As the first and largest dedicated provider of privacy and compliance solutions for digital media, Evidon also enables leading brands, agencies, publishers, advertising networks and others to comply easily with privacy laws and self-regulatory programs across North America and Europe. Evidon serves over 1.5 billion “Ad Choices” notices daily on behalf of these businesses – in the U.S. and in local languages across Europe – giving consumers transparency into and control over how their information is used online. With technology integrations into Adobe, Appnexus, DataXu, DoubleClick, DoubleVerify, Invite Media, MediaMath, Pointroll, Pubmatic, TagMan, Turn and more, Evidon makes delivering privacy notices easy.

By protecting themselves and empowering consumers, businesses build their brands and improve results.

For more information, please visit: www.evidon.com.

ABOUT EDAA

The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.

Follow the EDAA setup progress on Twitter: @EDAAStatus

[cb type="company"]better-advertising[/cb]

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WASHINGTON - The Digital Advertising Alliance, (DAA), a coalition of the nation’s leading media and marketing trade associations and companies, raised concern today about Microsoft’s decision to embed Do Not Track (DNT) functionality as a default setting in version 10 of its Internet Explorer (IE) browser.

Over the last three and a half years, the DAA has worked with a broad set of stakeholders with significant input from businesses, consumers, and policy makers to develop a program governing the responsible collection and use of web viewing data. The DAA has championed a balanced approach that accommodates both consumers’ privacy expectations and the ability of online products and services providers to provide a sustainable business model for these services while enabling them to continue innovating with new services. Consumers enjoy the diverse range of Web sites and services they get at no charge thanks to relevant advertising. Recognizing that DAA members must also provide consumers with appropriate transparency and clear choices, it has spearheaded the self-regulatory process, in which Microsoft has been an active participant since its inception.

The DAA’s work culminated in an event in February at the White House where the Chairman of the Federal Trade Commission, the Secretary of Commerce and members of the White House publicly praised the DAA’s cross-industry initiative. At that event, the DAA committed to honor browser settings that enable the use of data to continue to benefit consumers and the economy, while at the same time providing consumers with the ability to make their own choice about the collection and use of data about them. The overwhelming majority of the advertising ecosystem follows the DAA program today, and consumers have responded favorably to the increased transparency it has enabled. The Internet economy is fueling Internet growth and innovation while providing ongoing benefits to consumers.

“Advertising has always been about connecting consumers to products and services that are likely of interest to them,” said DAA General Counsel Stu Ingis. “While new Web technologies deliver more relevant advertising to consumers, comprehensive industry self-regulation is also providing consumers with meaningful choices about the collection of their data. The Administration and FTC have praised these efforts. Today’s technology announcement, however, threatens to undermine that balance, limiting the availability and diversity of Internet content and services for consumers.”

Microsoft’s technology announcement appears to include requirements that are inconsistent with the consensus achieved over the appropriate standards for collecting and using web viewing data (and which today are enforced by strong self-regulation). The DAA is very concerned that this unilateral decision by one browser maker – made without consultation within the self-regulatory process – may ultimately narrow the scope of consumer choices, undercut thriving business models, and reduce the availability and diversity of the Internet products and services that millions of American consumers currently enjoy at no charge. The resulting marketplace confusion will not benefit consumers, and will profoundly impact the broad array of advertising-supported services they currently enjoy.

About The DAA Self-Regulatory Program for Online Behavioral Advertising

The DAA Self-Regulatory Program for Online Behavioral Advertising was launched in 2010 by The Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations including the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice in online behavioral advertising (OBA). Based on seven “Self-Regulatory Principles for Online Behavioral Advertising,” proposed by the Federal Trade Commission, the DAA program is designed to give consumers enhanced control over the collection and use of data regarding their Internet viewing for OBA purposes. To learn more about the DAA Program, please visit www.aboutads.info.

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ST. CLOUD, Minn. & CUPERTINO, Calif. - Innovative digital ad targeting firm TruSignal and BlueKai, the world’s most complete platform for data management, analysis and acquisition, announced an expanded partnership to provide online advertisers a more precise way to target high value consumers across several product and service categories, including automotive insurance, life insurance, telecommunications, financial products and education.

Effective immediately, TruSignal’s Ideal Audiences, built using patented predictive analytics and aggregated real-world first- and third-party data, are now publicly available for purchase on the BlueKai Exchange™, the largest marketplace for anonymous third party audience data.

This expanded partnership comes at a time of rapid growth in data-driven digital advertising. Online behavioral advertising revenue is expected to reach $7.1 billion by 2015, according to Parks Associates’ 2011 report on “Trends in Behavioral and Contextual-based Advertising.” Direct marketers have achieved great success by leveraging online behavioral data to efficiently reach consumers in-market for various products, or so-called hand raisers.

TruSignal Ideal Audiences differ in that they use no online behavioral data. Using its patented predictive analytics and big data warehouse of offline consumer profile information, TruSignal’s Ideal Audiences enable marketers to precisely target key messages only to those online consumers that “look like” current high lifetime value customers – ideal for upper-funnel, brand advertising. The value of TruSignal’s audience targeting solution is evident. A recent TruSignal campaign with a leading life insurance broker saw an increase of 60% in lifetime value (LTV) compared to the average customer.

The partnership also enables direct response-oriented clients to combine BlueKai’s in-market data segments with TruSignal’s high value profile segments to maximize ROI from direct customer acquisition campaigns. For example, to improve campaign quality, an insurance direct marketer can use TruSignal’s Auto Insurance Ideal Audience in combination with in-market signals to target only hand raisers who are more likely to open a new policy.

“We are thrilled to be expanding our successful partnership with BlueKai,” said David Dowhan, TruSignal president. “We can now offer marketers the ability to reach high value consumers with greater ease, precision and scale than ever before.”

“TruSignal’s ability to identify consumers based on their lifetime value is key to driving targeted brand performance for marketers,” said Omar Tawakol, BlueKai chief executive officer. “We are excited to add TruSignal’s complimentary data asset to the BlueKai Exchange.”

TruSignal was spun off from eBureau, its sister company, in January 2012. Previously, eBureau chose Bluekai as its data management platform (DMP) solution, and has been delivering custom-built private audience targeting segments to select advertiser clients since late 2010.

About TruSignal
TruSignal helps leading consumer marketers and their advertising agencies discover and reach their ideal audiences at scale across one-to-one digital marketing channels, including display, video and mobile. TruSignal’s patented data mining and predictive analytics platform enables both direct marketers and brand advertisers to more precisely target their digital advertisements for improved campaign results. TruSignal was spun off from eBureau, its sister company, in 2012. TruSignal is a wholly-owned subsidiary of xTech Holdings, Inc., and its investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital. For more information, please visit www.tru-signal.com.

About BlueKai
BlueKai (www.bluekai.com) provides leading solutions for comprehensive data management, acquisition and analytics to maximize performance from all audience data. The BlueKai Platform™ is a complete technology solution for managing private data assets and analyzing campaign performance to maximize return on marketing dollars. The BlueKai Exchange™ is the world’s largest marketplace for anonymous 3rd party audience data, with exclusive access to BlueKai Intent™ and branded data in reaching more than 200M unique users across the entire marketing funnel. As an industry leader in consumer transparency and control, BlueKai has created book-end solutions including a registry for consumers to see what marketers know about them, edit their online preferences and gain rewards through charitable donations. The privately-held company is based in Cupertino, Calif., and is a recipient of the 2011 OnMedia B2B Company of the Year award.

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Partnership Will Help eCommerce Companies in the UK Unleash the Power of their Websites

BOSTON & MANCHESTER, United Kingdom – SiteSpect, Inc., announced it has partnered with full-service agency Digital & Wise to provide SiteSpect’s industry-leading non-intrusive multivariate testing and behavioral targeting technology to its clients. Digital & Wise has already signed up Speedo International Ltd, the world’s leading swimwear brand, to improve the operability of its UK website, store.speedo.co.uk, using SiteSpect’s unique multivariate testing technology.

“We’re pleased to partner with Digital & Wise, which is well-known for its world-class online marketing services,” said Eric J. Hansen, Founder and CEO of SiteSpect. “By adding SiteSpect’s testing, targeting, and personalization solutions to its array of services, Digital & Wise can now deliver the conversion optimization strategies that its clients are seeking.”

“Partnering with SiteSpect is a very exciting opportunity for us, as we are constantly looking at adding value to our client’s online businesses, which SiteSpect does in abundance. We will be helping retailers in the UK optimize their conversion goals with the great functionality that SiteSpect provides,” said George Ioannou, Head of Agency, Digital & Wise. “Our vast experience in the eCommerce industry and knowledge of best practices in online retailing, combined with SiteSpect’s ability to be implemented on any platform, makes this a partnership like no other in the marketplace.”

Digital & Wise will be using SiteSpect to simplify the entire process of running targeted A/B and multivariate tests. With SiteSpect, Digital & Wise will be able to:

- Quickly and easily determine what content will have the greatest impact on a visitor’s behavior.

- Determine the best ways to effectively influence and persuade visitors to take the desired actions.

- Make confident, quantitatively backed decisions about optimizing its clients’ sites based on actionable reports and analysis.

- Quickly identify the right place to get started and develop an incremental testing, targeting and personalization strategy to maximize short-term and long-term value.

SiteSpect’s unique patent-pending technology allows the world’s most successful online businesses and agencies to create tests and optimize conversions without page tagging, JavaScript, or site content changes. SiteSpect can test content variations on pages that are formatted using virtually any mark-up language (e.g. HTML, WML, XML), stylesheets (CSS), or scripting languages (e.g. JavaScript). Within those pages, SiteSpect can test variations of virtually any type of content, whether it is static and/or dynamic, including audio and video files as well as web-based applications. SiteSpect’s technology is 100 percent turnkey, sparing marketers the implementation and maintenance headaches of competing solutions.

About Digital & Wise

Digital & Wise, part of Maginus, the UK leader in multi-channel and eCommerce, offers a full suite of creative and online marketing services to deliver improved web usability increase traffic and conversion rates which all help to deliver increased web revenue. The services include eCommerce design, Search Engine Optimization (SEO), Pay Per Click Management, Social Media Optimization, Email Marketing, Affiliate Marketing and conversion optimization services such as user experience testing (UX) & Multivariate Testing (MVT).

About SiteSpect, Inc.

SiteSpect provides the world’s only non-intrusive optimization platform, enabling web and mobile marketers to significantly improve key metrics such as conversion rate and engagement. SiteSpect’s solutions include rapid A/B testing, multivariate testing, behavioral targeting and personalization, landing page optimization, mobile web optimization, and web performance optimization. With SiteSpect, marketers enjoy unmatched speed and flexibility without the need for ongoing IT involvement. SiteSpect’s patent-pending technology and professional services are used by many of the world’s leading online businesses, such as Wal-Mart, Staples, Mozilla, JCPenney, MTV, ASOS, Overstock.com, VEGAS.com, and leading financial services companies. For more information, visit www.SiteSpect.com or call 617-859-1900.

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