Online publishers are constantly balancing two different needs : a better user experience for their readers and better ad performance for their advertisers. With the growing trend of web2.0, most publishers have now incorporated social features into their websites, thus improving the reader experience and deepening reader loyalty. These additional page views are a challenge to advertiser performance.
Fortunately the social media aspects of your website can now be leveraged to improve ad performance. The web20 functions of your website creates a robust underlying social network from which you can extract valuable reader insight. This improved social network insights can be leveraged to improve ad performance further.
For example, users who interact through comments and posts generally form distinct sub-cliques in your readers. It has been shown the "birds of the same feather flock together" applies on web20 features as well. It would make sense to increase the relevance of your ads using the same principle. For each user, show ads only that his/her friends have responded positively to. Additionally, you can combine the sub-clique information with your user demographics to enhance your ad offering. For example, you may extend the size of the demographic segments using friends of the users in that segment.
Sonamine solutions
The graph analysis server can easily analyze the underlying social network in your publisher website and group users together in cliques. These new enhanced audience segments can then be sold by your ad sales force.
The graph query server allows your ad server to have further targeting capabilities. Using a real-time friends-of-friends query, your ad server can now utilize social network targeting. As a publisher you can now offer an additional value-add targeting capability that displays ads to "friends of the people who clicked on a previous campaign".
