Segment Activation

Is Carbon connected to DSPs?

Carbon is integrated with a number of DSPs in order to compliantly sell and leverage audience data for better external demand targeting.

Is Carbon connected to SSPs?

Yes. We integrate with SSPs in a number of ways. Firstly, our partner SSP - SmartRTB - performs 1st party data/audience targeting through programmatic channels. Secondly, Carbon revenue analytics ties into prebid to pull revenue attribution for every impression which can be used for bid optimization, performance management and subscription modelling. Finally, our managed tag system, AdIQ, is designed to ingest SSP bid data for programmatic optimization and dynamic performance management using rule based serving parameters.

Is Carbon connected to social platforms?

Yes. We have the ability to create campaigns in Facebook using carbon custom audiences based on Carbon audience segments through Facebook pixel integration. We can also target audiences on a range of other platforms including the likes of Snap and Twitter.

How long does it take to send segments to partner platforms?

Data processing restrictions are typically on the partner-side based on external processing schedules. Carbon is able to push data as required and can potentially do so in real-time based on partner integration mechanics. As an example, GAM/SMARTAD Server - on the page the targeting is applied to the adserver without need of audience sync or reliance that way. So as soon as a device profile is added to the audience and targetable it is targeted at the GAM/SMARTAD server level. Likewise, Facebook pixel users can be sent instantly. Meanwhile, partners like Lotame have a daily batch schedue that governs processing times.

Does Carbon provide an intuitive and easy to use UI?

Yes. We feel strongly that our UI and UX are a significant point of differentiation relative to competitors. The Carbon SaaS platform is built on two key promises:1) Make data easy to access and 2) Make data actionable. Because our platform consolidates previously siloed data such as Audience, Context and Revenue, we provide a holistic picture that our UI makes easy to access and structure for decision making.

Our analytics data links directly to our audience platform, allowing the client to create audience segments directly from trending demographic and contextual insights, and likewise, to automatically create sales sheets featuring demographic and contextual data against custom created audience segments, making sales operations smoother and easier. Similarly, our real-time engine provides instant revenue insights and the ability to measure your revenue channel performance in real-time.

Carbon's AI automatically creates audience segments based on trends the system sees across your inventory, enabling for easier audience planning and execution. Additionally, we find that having editorial performance data in a single platform allows the revenue, operations and editorial team to hav a common language in terms of performance on audience and inventory variables, which results in a more seamless relationship between internal teams.

Can Carbon activate against a range of intent based audiences across different platforms?

Carbons easy to use platform allows all data points to be actionable. With a click of a button you are able to activate your custom audience in your preferred platform for targeting. One of Carbons core design principles is to “make every data point actionable” and we make activation of any audiences as seamless as possible as either real-time (key-value pair activation in the AdServer) or Server-to-server where required.

Carbon supports activation across a wide range of all frequently utilised publisher platforms including GAM and Facebook.

Audiences can be delivered as either a one-off, fixed time range or a rolling audience which is continually updated to ensure that the freshest audience is constantly targeted.

What third party opportunities does Carbon offer?

Carbon has third party data relationships with most major vendors, including Nielsen (Exelate) and Bluekai (Oracle Data Cloud) and several large publishing networks. Our commercial model includes data from those vendors to augment our own profiling, offering a feature set that typically publishers pay extra for from a vendor such as Quantcast.

More broadly, whilst some DMPs have stated that they will not be participating in the third party data ecosystem, we will remain active in this space for as long as it is compliant and ethical. It is reasonable to argue that overall this space will see transformational change towards the end of 2021 - our commitment to you is that where there is relevant and compliant third party data available, we will make that available to our clients.

Our current solution is called ‘Curated Audiences’ where our first party profiling is supported by almost 60 individual 3rd party signals with the most commonly used being surfaced as part of the Audience insights dashboard. A further 1,800 Intent based segments are seamlessly available through Carbon’s Intent taxonomy and a wider pool of over 8,500 signals are available for activation when needed. All of this data is then aggregated into dynamic, personalised audience cohorts, removing all the technical and operational work from sales teams to allow them to just focus on meeting advertisers’ expectations.

How does Carbon work across social media?

Carbon adds value to publisher’s social media activity in three key areas:

• Carbon is able to deliver real-time audience signals into Facebook, Twitter and Snapchat for publishers to target as part of an audience development campaign to extend reach for an advertiser, or to reach subscribers or potential subscribers for instance.
• Carbon can capture the UTM for any referred traffic that lands on your site which can then be used for audience composition, and more specifically to power custom parameters based on the declared data you have purchased from the referring channel.
• Social as a traffic source can be measured for revenue (and profitability/ROI) in real time thanks to our breadth of features beyond the DMP capabilities.