Page Science

Why PageScience

Context focused advertising vs Cookies

  • Growing numbers are downloading ad blocking software, which hurts the entire industry
  • Shrinking cookie pool as consumers opt out

Contextual Target (PageScience): Essential for High-Consideration Categories

  • Contextual targeting reaches consumers while they are in research mode
  • Perfect solution for high-consideration categories such as health, finance, travel, etc.
  • User's mindset matters

Stronger Performance

  • Strong reader interest in category means users are receptive to relevant ads, leading to higher click-through rates and conversions
  • Outperforms behavioral retargeting (which consumers often resent). People who read content on cancer wouldn't want to see Cancer ads as they visit news or travel sites.

Wasteful Impressions

  • Ad networks and publishers can't deliver audience segments with your exact criteria at scale
  • Buying entire sites or run of network to achieve scale leads to impression waste, and higher ad spend

The Future of Page-Level Targeting

Respectful of Privacy

  • Targets granularly based on content, not past online behavior
  • Won't run afoul of Do Not Track or EU regulations
  • Industry leaders like Google, Mozilla and MSN are shifting away from cookies to meet government standards and generate in context advertising

Highly Effective

  • Budget is spent messaging in-market consumers actively engaged with specific content (e.g. Mutual fund ads are placed on page with stories or content on mutual funds)

Strategic

  • Real-time based media acquisition. The moment a story with relevant content appears, PageScience begins evaluating inventory through AppNexus.