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Why Publishers are the Bread in the Intent Sandwich

Posted August 30th, 2011 by admin in Insight

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There are few main theses that I’ve spent my 14 year career online successfully operating under. The most successful one has always been to leverage the fact that the web is the only user controlled medium. The more ability you give for visitor events to define run-time or dynamic rules the better your ability to deliver relevance. Put another way, there is no better segmentation than self-segmentation.

In marketing terms this means pull instead of push. The best representative example of this is, of course, Search. A visitor action provides an input (query) and everything else processes based off that rule*. Relevance is delivered (and the most successful advertising technology is born) by pulling content to data input rules. Dynamic landing page optimization works the same way.

So why does this matter to publishers whose business is one of “pushing” content? It matters because of one incredible fact about Search that seems to get lost on Publishers. Neither the intent that precipitates the query or the content used to deliver relevance to it belongs to Search. People bring their intent to Search and Search sends it to content created by digital publishers.

Search maybe the meat in the intent sandwich but you can’t have a sandwich without bread. Bread is the media generating intent and receiving intent. Publishers are the bread in the intent sandwich and bread is what publishers have been leaving on the table.

Two years ago I wrote about the opportunity to build an intent harvesting platform for publishers and Chris Dixon followed up with a piece Why Content Sites are Getting Ripped Off. In the ensuing time our team went ahead and built that platform. Because of the complex level of intelligence and scale needed it has taken until now to bring Yieldbot to market. In fact we spent a full-year in invite only beta doing nothing but learning. Now that we’ve released Yieldbot we’re finding out even more amazing things about intent on the Publisher side and the opportunities are obvious and bode very, very well for the future of ad supported publishers.

The most important thing may be that publisher inventory for realtime intent dwarfs Search. As David Koretz figured out a couple years ago the top 200 pubs generate 2000% more pageviews than Google. We see that dichotomy everyday in our data. The amount of inventory using first party (better) data also dwarfs third-party data as Chris O’Hara at Traffiq recently pointed out.

“You have an entire ecosystem built around audience targeting using 3rd party data. The problem? The companies with better and deeper first-party data have a lot more audience”

We also see that most of the advertisers who are buying this intent in Search are not buying from the Pubs that have the exact same intent on their site. Even better the pubs intent is more down-funnel, has greater context, is less competitive and has the influential power of being in a branded domain and can leverage creative in ways search cannot. Publisher side intent should be more valuable to advertisers than Search with its SERP landscape of crowded text link ads and arcane rules.

As we work with pubs to understand this information arbitrage opportunity it’s clear that intent matched with timing and context can improve visit monetization by an order of magnitude. And why shouldn’t it? Yieldbot structures the data from the page that is clicked on and the subsequent pages that are clicked to.This scenario happens millions of times a day on large sites and these (click) streams of data provide rich realtime intent data that fuel our intent classifications and matching rules.

The bottom line is publishers are in the unique position to both classify the intent on their sites and use pull rules once that intent is recognized to deliver the highest levels of relevance in realtime – just like Search. Even better, they never lose ownership of their data and can monetize it directly with advertisers – even using their own ad server. This is game changing. This is the bread in the Intent sandwich. This is Yieldbot.

The Yieldbot team will be writing a lot more about our data and technology right here on our blog. We hope you join the conversation about the power shift to publishers and their data in the ad ecosystem.

* there are additional rules that are used with the query as well such as geo, temporal, query number, however the query itself is the primary rule.

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