Web Analytics as it pertains to Media Buyers - mostly Programmatic focused.

2. Expanded definition of Web Analytics
• Web Data that informs media planners on the buy/sell side of the house on
Programmatic Media.
• While Classical Web Analytics (previous deck) can be useful to publishers to
better understand how their own content is accessed and valued, it is of no
assistance in understanding the content or advertising on other web sites.
• Ad Buyers can use third party Web AudienceTools such as ComScore,
Quantcast and Compete to better understand the audience on sites other than
one’s own.

3. Use ComScore
MyMetrix to understand
the demographics of
websites to run
Programmatic Ads on.

4. Advertisers wishing to run Programmatic Ads can get
fairly granular readouts from ComScore MyMetrix

5. Advertisers wishing to run Programmatic Ads can get the
overlap of shared audiences from two or more sites (cross
visiting) from ComScore MyMetrix

6. Using ComScore AdMetrix Advertiser report you can find
out many of the places Ads actually ran

7. You can also view and save the Creative from and
Advertiser (total internet) or on a specific site, for analysis

8. You can also view the Products and Advertiser ran ads
online ads for.

9. Can also see which advertisers ran ads on a specific
publishers website such as the NewYork Times.

10. Identify top Sales Prospects for the NYTimes.com

11. Identify top Advertisers in a Industry/Category such as
Education.

12. Find out what Automobile Makers are spending on online
advertising.

13. Find out the 6 month advertising trend for specific
industry players such as Toyota, Ford and Honda

14. Find the best publishers to run Programmatic Ads on

15. Find which publishers Starbucks ran their “social ads” on.

16. Find Advertisers “social ads” on a particular Publishers
site.

17. There is a lot of information such as the media spend per
industry/product to chew on for a Media Planner

18. You can also get
Demographic and
Traffic
information from
Quantcast – esp.
if the website is
sharing their
data, otherwise it
is estimated.

19. Compete.com
Pro has a lot of
great Web Data,
including
Demographic and
Keyword Data
that can help
Media Planners

20. Compete.com
Pro has a lot of
great Web Data,
including
Demographic and
Keyword Data
that can help
Media Planners

21. Media
Planners can
consult
Compete.com
Related sites
to grow their
house list
with.

22. Media Planners
can use
Compete.com
Site Finder tool
to hone in on a
particular
audience based
on site metrics
and
demographics

23. Media Planners
can use
Compete.com
Site Finder tool
to hone in on a
particular
audience based
on site metrics
and
demographics

24. Media Planners
can use
Compete.com
Keyword
Destination Tool
to find sites that
searchers go to
who are
searching using
that keyword.

25. Media Planners
can look at the
traffic flow
aggregated by
categories –
helping to
understand
audiences
needs

26. Media Planners can also consider using tools such as Statsocial
to get Social Media Consumption habits that can inform
Programmatic targeting

27. Find what your customer in specific location
wants and is doing with Geofeedia.

28. Find what your customer in specific location
wants and is doing with Geofeedia.

29. Summery:
Media Planners have a rich source of
third party “WebAnalytics” type data
(in the expanded sense of the word)
which can be used to improve the
results of Programmatic Advertising