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PageScience’s Page-Level Targeting: An Alternative to Cookies

PageScience, formerly Precision Health Media, has published a white paper, “The Future of Advertising: Page-Level Targeting.” The paper shows how advertisers seeking a cookie-free online ad solution can now reach targeted consumers programmatically on a page-by page contextual basis. The white paper is available as a free download at http://pagescience.com/assets/WhitePaper_May_2014.pdf.

This ad targeting breakthrough, PageScience explains, has been made possible by the tremendous growth in real-time programmatic ad exchanges, which allow advertisers to run page-level campaigns at scale – with total access to 15 billion daily impressions.

The white paper examines in detail how page-level targeting works, provides optimal use cases, and compares the new strategy with cookie-based behavioral targeting:

How it Works. Millions of pages are scored based on attributes like historical performance and viewability. The platform identifies the best pages that reach an advertiser’s targeting goals, and bids on those pages in the real-time marketplace. Ongoing performance of all pages is monitored as a campaign progresses, with lower scoring pages being removed and new pages added in a continual optimization process.

Optimal Use Cases. These include when advertisers are barred or adverse to using cookies (e.g. phramaceuticals, health care), when ads will only resonate with consumers on pages closely related to the products being advertised (e.g., financial services), when targeting criteria is very narrow (e.g., a travel company that wants to target consumes planning a trip to Fiji).

Comparison With Behavioral Targeting. Compared with cookie-based behavioral targeting, page-level targeting offers deeper contextual analysis, targets consumers when topics are top-of-mind, greatly reduces wasted ad impressions, and provides both consumers and advertisers with a highly privacy-friendly environment.

For the complete white paper, please visit http://pagescience.com/assets/WhitePaper_May_2014.pdf.

About PageScience

New York-based PageScience, formerly Precision Health Media, is backed by Metamorphic Ventures, Cava Capital and several individual investors including Mike Perlis (CEO Forbes), Rick Thompson/Larry Braitman (Founders Adify, Flycast), Joe Apprendi (Collective), Richard Forman (Health Venture Group), Geoff Judge (Partner iNovia), Bill Benedict (Alpine Meridian), Chris Young (Founder Digital Broadcasting Group).

PageScience’s PageMatchscores pages based on historical performance and other inputs across a private marketplace that delivers high-performing pages programmatically via partnerships with AppNexus and other leading ad exchanges.

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