TPN is investing in a range of targeting technologies and user insights that allows it to put the right ad in front of the right user at the right time.
The Webjet vs Dan Brown example below illustrates the power of even the simplest targeting and the dramatic impact this can have on publishers earnings given TPNs commitment to the CPC (cost per click) model. As we can see if users in their 20’s and 30’s are shown the Webjet ad they are 7 times more likely to click on the ad than users over 50. To further validate this targeting model we can see that users over 50 are 3 times more likely to click on the Dan Brown ad than the Webjet ad.
So what does this mean for publishers?
Because TPN favours CPC campaigns the higher the CTR (click through rate) the higher the eCPM (earnings per thousand ad impressions) for the publisher. If a few simple assumptions are made then it can be demonstrated that the use of targeting on these two campaigns would increase the networks average eCPM payout by 60%. What’s more publishers with a tight set of demographics could increase earnings by a few hundred %.
Webjet vs Dan Brown - Targeted Placement
