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Connecting Sequencing personalized stories
Connected-Stories has the unique capability to use different advertising placements as if they were a virtual canvas, carefully preserving narratives conceived to be a sequence. The platform makes this possible because it is able to:
- Recognize the same user across different digital touchpointstouch-points, across media and across devices
- Infer the user's current status within the campaign-specific customer journey.
No specific work is requested to implement those features, because the system functionalities are based on cookies (available in each service plan) and probabilistic building of user device graphs (activated in top customer plan). The information collected are anonymous and compliant with the major industry standards.
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Optimizing media buying
One key advantage of using Connected-Stories to boost the ad serving effectiveness is its ability to bundle placements which implements the overall content experience as designed by creatives, thereby reaching the campaign objectives. The platform is intuitive, meaning it can help advertisers optimize their media spending by selecting the placement sequences more precisely. Enabling this process in every Connected-Stories deployment project is the inclusion of an extension to the ad server tag used by the chosen ad server technology vendor.
The process of optimizing media buying deploys the same Agile methodologies used for developing and improving the core Connected-Stories platform. Agile calls for a rapid, iterative cycle of buying, measuring and applying learning. The Connected-Stories platform collects extensive metrics on placements using the ad server tag extension. The platform then analyzes campaign performance and effectiveness against our knowledge base of aggregated past campaigns as well as objectives set for the current campaign. This leads to interim outcomes from each Agile iteration, or "sprint", that can be immediately applied to buying decisions and parameters. Each sprint then builds on previous rounds of decisions to reach an optimal buying profile within a short period of time, that also remains adaptable to changes in user behavior that might vary in the course of a campaign.
Automatic Tag Distribution
Connected-Stories Ad Tags can be easily copied and pasted into the appropriate section of the ad server's administration panel. However, in the case of large media outlets, the simple task could require many iterations, leading to potential errors and misconfiguration. Users AppNexus, DFP, and DSP can use their respective tag management systems to organize and simplify the task.
Integrating Real-Time signals
Connected-Stories' cognitive engine provides several parameters that can be used for adapting the storytelling to the user's journey status. The system supports information arriving from mobile devices when its SDK is linked with publishers' apps. More signals can be imported from external platforms (social media
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| title | Detail about Real-Time signals |
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Decision trees forming the cognitive engine of a given campaign can be freely customized for any variable passed to the system by using the cognitive engine API. The design for the number of real-time inputs to process should be limited to avoid creating too-complex structures that impact the number of stories that must be created as well as the ability to measure the cross-media attribution of KPI values. |
Related pages
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| root | Implementation Planning Guide |
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