Monetisation

What monetization options does Carbon offer?

Carbon's ever-evolving Yield+ tools are designed and optimised to deliver incremental revenue for publishers on the open exchange as well as direct partners. Carbon enables direct real-time audience monetization, has a bult-in data driven and rule based yield optimization engine, access to direct demand through our integrated SSP offering, and also has a data and search monetization offering integrated into the solution.

• AdIQ. Our managed performance tag function that utilizes Carbon data and contextual insights to optimize existing demand.
• SuperTag SSP. Our super unit - built on prebid - brings direct programmatic monetization by combining multi-format demand into a single unified header bid tag.
• Data Sales. Carbon offers clients the ability to offer audience data for sale to our data partners in a compliant manner. Categorisation and augmentation of anonymous signals and delivery into the primary online data marketplaces used for targeting (including Captify, Oracle BlueKai and Nielsen eXelate).
• Search monetization. Carbon, through a long standing relationship with Verizon/Yahoo search, has the option to help clients monetize their search traffic.
• Direct partner optimization, dynamic and static flooring and pricing efforts.

All options are quick to deploy and have minimal or no impact to the on-page experience.

Note: Carbon is a code contributing member of Prebid and is active in helping define and work with Prebid monetization methods such as dynamic floors, and audience driven targeting

Does Carbon offer third party datastore monetisation?

Yes. Carbon has the ability to provide access to 3rd party data that meets your regional CMP permissions and privacy standards. Carbon is also able to facilitate the sale of data offered into the Carbon data marketplace.

Note that Carbon is built on a fully compliant privacy framework. As a contributing member to the IAB’s TCF and the NAI, Carbon maintains certified GDPR, CCPA, and TCF compliance, ensuring current and future privacy standards. Carbon goes a step further, and is built on a secure cloud infrastructure, combined with dedicated server facilities - all governed and annually audited through Business Processes (ISO9001) and Information Security Standards (ISO27001).

How does Carbon drive up CPMs, particularly on non cookie limited environments such as Safari mobile traffic?

Utilising 1st party cookies, combined with local storage, browser cache and key-value pair targeting allows us to access increased reach and performance (within defined bounds) across Safari and similarly constrained ecosystems.

Carbon's automated, high quality categorisation delivers accurately targeted audiences which have been proven to deliver higher performance by current clients as a result of being well tuned to the audience. CTRs are improved, engagement increases and performance for the end advertiser also increases, helping cement a stronger publisher relationship.

Carbon also makes available a variety of data science driven, automated audiences for higher performance focusing on high engagement with sites and content.

Why would AdIQ delivery better revenue than our current ad units?

An AdIQ unit is deployed to either supplement or replace one traditional unit and is not used to replace all units. It uses a configurable rules engine to decide between either showing or collapsing to allow the standard ad unit to show based upon a variety of rules (typically driven by the value of a visitor as measured from the prebid auction stats). As a result the AdIQ unit represents an audience which is consistently high value and limited supply which results in the bidders increasing their CPMs.

Although this is the most common setup for the AdIQ unit, it can also be configured for a wide range of other scenarios including:

• Highly unique audiences
• Audiences that engage beyond a defined page depth which would be an identifier for true fans (at which point AdIQ could fire a Facebook audience pixel to then allow specific fan-based retargeting, for instance).

Please refer to the recent Fark case study as a real-world performance example.

How can Carbon help a publisher when building out an internal ecommerce strategy?

There are multiple ways that Carbon can help with a publisher's ecommerce strategy:

• Carbon’s scored Intent signals utilising 3rd party data can identify “in market” audiences which can be delivered into your own sites as well as Facebook and other platforms for real-time targeting.
• Combining Carbon signals such as wealth, with 1p data such as intent and brand affinity will allow for hyper targeting resulting in increased performance.
• Pixel users which convert/transact on Facebook or other platforms to allow Carbon to create lookalike conversion based audiences for targeting.
• If conversion happens on a publisher's site, Carbon could capture a basket abandonment audience and deliver that back to Facebook for retargeting, for instance.
• Carbon demographics/cohort analysis of targeted vs transacted audiences would provide insights for improved targeting/conversion.
• Revenue reporting can be integrated into our revenue analytics for a fully coherent view of customer value across the display and transactional elements of the business.