Insights & Analytics
Can I compare segments against each other and against 3rd party data?
Yes. We have the ability to drill into audiences and their specific make up through a cohort report that breaks down audience into demographic characteristics such as interests, brands, etc. We also have the ability to compare first party segments vs 3rd party segments in the dashboard.
Can I see segment performance by campaign?
Yes. Carbon provides a number of ways to measure segment performance. First, Carbon integrates revenue reporting directly in the platform, enabling clients to see performance based on contextual, user and demographics characteristics. Secondly, clients are able to track performance by reporting on defined segments in their ad server.
Can I see what editorial content my segments are consuming?
Yes. Carbon is unique in that by linking audience, context and revenue data we provide clients the ablity to easily report editorial and content engagement along with associated revenue performance. This includes granularity of editorial performance and content attribution.
How often does this data powering Carbon's dashboard reporting refresh?
Carbon manages several integrated data channels. For Revenue analytics, Carbon ingests and reports data in near real-time - within seconds. For Audience analytics data (including demographic, brand, intent and other related data) Carbon consolidates and calculates this data on a daily basis.
Does Carbon provide greater insight into current audiences for sales collateral?
Carbons provides several tightly integrated features which allow publishers to understand their audience composition at an audience level as well as cross-network or down to site level. Our automated page categorisation engine delivers high quality, granular, intent scored first party data which is combined with data science curated 3rd party data allowing publishers to know the demographic and intent makeup of any audience.
Carbon cohort reports allow further interrogation, drilling down to useful insights such as social referer should you want to know more about your Facebook audience, for instance.
Carbon’s data science driven algorithms will automatically surface powerful audiences based on engagement (fans, regular or frequent engagement), value (utilising Carbon’s revenue analytics to target the top % audience based on their pre-bid value) and tech adoption (who’s using the latest device), which are then ready for immediate activation and auto updating. Additionally, we can work alongside publishers to help model high-quality lookalike audiences for additional reach, as well as deliver profiling audiences targeting potential subscribers for example.
Does Carbon provide a Pre-Bid Analytics view?
Yes. Our detailed real-time revenue analytics include detailed real-time prebid revenue analytics for publisher revenue optimisation.
Does Carbon provide real-time Revenue Analytics?
A key component of the Carbon Revenue Management platform is its real-time revenue analytics platform which would allows publishers to:
- Understand the value of their users. Instant access to the analytics that indicate which users, content type, URLs, referral sources, ad units, UTMs and demand sources are driving revenue and eCPM; allowing publishers to re-target high value users and find lookalikes.
- Improve their monetization strategy. Track all revenue events on a micro level to make informed decisions about demand partners, acquisition campaigns, editorial calendar, content distribution, and more.
- Discover which content attracts premium advertisers. Page-level data to measure the eCPM and revenue value of the audience that engages with specific content as well as identify authors and content types that are most valuable.
- Yield management. Understand bidder level performance, who drives the auctions, who wins and how quickly to manage strategies such as setting floor limits.