DCA/Exebid

Exebid.DCA is the programmatic-platform for holding targeted advertizing campaigns in the digital-environment. Determination and refining of target audience of an advertizing campaign is carried out on the basis of behavioural data about more than 65 million users of Runet distributed on 1000+ of ready classroom segments. Thanks to the unique technological solutions DCA in the field of analytics of Big Data, targeting accuracy, and respectively, and efficiency of advertizing campaigns on the Exebid.DCA platform above traditional media online placements.

The platform supports all targetings, basic for the industry:

• geography (to within the district of the city);
• operating systems of the device and browsers;
• days of the week and time taking into account the time zone of the user;
• visibility (viewability) of the promotional material;
• targeting on specific media resources (private deals, blacklist/whitelist);
• communication types (mobile operator / wi-fi), provider;
• type, the brand and model of the device (for mobile platforms and gadgets);
• targeting on categories and a key word;

DMP (Data Management Platform) of Facetz.DCA – one of the largest independent operators of not classroom personal data in the Russian market will remain the uniform supplier of classroom data for the platform.

2016

Advertizing campaigns on Exebid.DCA are targetted on weather

In July of DCA (Data-Centric Alliance) announced a possibility of weather targeting of advertizing in advertizing campaigns on the Exebid.DCA programmatic-platform. The technology which processes data on meteoconditions in a certain geopoint is the cornerstone of the solution. Their accounting during the advertizing campaign will help to optimize significantly expenses and to increase efficiency of media placements for a part of clients of the platform.

Understanding of an environment of the person (locations, time, weather, etc.) and use of this information in an advertisement allows to provide demonstration of the timely offer which correlates with mood and intentions of the user.

Weather conditions it is one of the main factors which define behavior of the person: what he puts on that he buys, eats or drinks. Temperature change even by several degrees influences sales of a set of products. For example, increase in average temperature of the environment by 0.5 (5) degrees Celsius leads to sales growth for 2% of soft drinks, for 24% of conditioners and a Split systems, for 11% of sunblock creams and for 4% of goods for newborns (Source: ‘Profit of One Degree’ by wxtrends.com). It is also known that any advertisement has bigger effect if the audience is in a comfortable environment – 24-25 degrees Celsius. The technology of holding advertizing campaigns on the basis of information on weather conditions in that place where there is a user has a set of names, the most widespread of which Weather-Based Advertising.

A particular interest in use of weather targeting defines dependence between weather conditions and psychological perception of advertizing messages. Researches show that in bad weather advertizing messages causing emotional pressure and when weather good - advertizing messages with the positive message stimulating action (according to Weather Unlocked) work better.

The Exebid.DCA technology provides services of weather targeting and, at approach of necessary weather conditions, an advertizing campaign is started in the right place and in due time. For realtaym targeting different weather conditions are available: A clear weather, the Rain, Fog, Overcast, up to Volcanic ash. Along with it data on temperature, humidity are available, to pressure and the index of ultraviolet with relevance 15 minutes.

Thus, the data on weather received in real time offer ample opportunities on creation of dynamic banners and the personalized advertizing messages in which it is possible to display now, both weather data, and derivative of them. So, for example, now in banners it is possible to use authentically stimulating phrases focused on weather: "On the street +30...", "Outside the window it is raining...", "There will be a rain tomorrow...", etc.

DCA (Data-Centric Alliance) starts the international version of the Exebid.DCA programmatic-platform

In June, 2016 the DCA company (Data-Centric Alliance) specializing in the field of advertizing technologies on the basis of classroom data announced expansion of opportunities of a technology core of the platform for programmatic-of purchases of advertizing (DSP) Exebid.DCA. The platform in addition to Russia supports purchases of audience in North and South America, Europe, the Pacific Rim and China.

Support more than 75 advertizing exchanges (SSP) and also the data centers unrolled in Europe, the USA and Singapore allow Exebid.DCA to wage advertizing campaigns for brands practically in any market. Use of broad set of classroom targetings in any of regions of the world increases efficiency of advertizing campaigns and gives to a brand confidence that it conducts communication only with the target audience.

The updated interface of the platform becomes for the advertiser a single window of an input for purchase of any type of traffic in any region of the world on the models fixed CPM, fixed CPC, target CPA, dynamic CPM. Exebid.DCA supports all popular media formats: banners on the PC and mobile devices, videos of different timing and also in-banner video, including for screens of high resolution Retina. Payment of placements comes in rubles, U.S. dollars and euro, however for convenience of the advertiser from other countries, new payment currency is added on demand within several days.

Focus on mobile platforms and also use of mobile data for targeting became key feature of new generation of Exebid.DCA. On the basis of data of IDFA/IFA from smartphones and tablets more coincidence tunings of advertizing campaigns on the basis of the current weather (temperature, rainfall, ultraviolet level) became possible, the geotrageting with an accuracy of 25 meters and targeting on the organization where the user is right now, works or passes by (organizations and the organizations in the field of education, health care, culture).

The updated tools of predicative analytics (predictors) consider threshold CR and CTR, executing the set performance indicators of advertizing campaigns.

Also work an antifraud system is optimized. It is known that about a half of all traffic in the world create so-called bots, artificial net surfers. At the same time a third of global traffic is generated "fraud bots" that reduces efficiency of advertizing campaigns.

The solution Exebid.DCA cuts suspicious "visitors" on a number of markers of their behavior. For example, at the majority of bots less than a day life term, they make many clicks and often refresh the page to achieve as it is possible the bigger number of demonstrations of banners. Demonstrations of advertizing for users with such markers automatically stop, and its sources are blocked.

Besides, a system analyzes data on the previous activity of visitors and identifies among them those whose behavior is not similar to the average Internet user.