Privacy and advertising critic Jeff Chester points to an AOL promotion in AdAge and suggests that we should tell consumers about the capabilities of Platform A (AOL's advertising division) in the same terms we promote those capabilities to advertising and marketing clients. So from the promotion in AdAge, here goes:
Audience insights guide all Platform-A solutions. Our sophisticated reporting allows us to discover the behavioral profile of the consumers who are most receptive to your message. This information helps you find target audiences, understand their demographic, psychographic and behavioral characteristics and, ultimately, decide how you craft and place your brand’s message.
NETWORK REACH
Platform-A reaches nine out of 10 online consumers.
TARGETING
Platform-A offers a comprehensive suite of targeting technologies, including:
• Demographic
• Age/gender/household income
• Audience affinity
• Cluster solutions
• Rosters/data match
• Contextual
• Via content networks and sponsorships
• Geographic
• Data targeting, destination-based and regional content
• Daypart
• Behavioral
• Vertical
…Our performance technology continually learns and refines ad placement across our network based on observed and expected performance. Ads are automatically allocated across our network based on the highest expected return for the advertiser and publisher. We also optimize advertising based on the behavioral interests that resonate with an advertiser’s key audience. Leveraging conversion data—anything from newsletter sign-ups to event registrations and online purchases—will increase brand performance and drive more response with less waste.”
The above makes perfect sense to expert readers in the online advertising world where the ad is running, but probably could use some interpretation for most everyone else!
