Publishers selling job ads use artificial intelligence to boost relevant reach of display ads by over 1200 per cent
Digital publishers with recruitment advertising departments are turning to new artificial intelligence (AI) to monetise more of their own data, increase display ad revenues, minimise data costs and target more relevant consumers for brands, as well as job candidates for recruiters.
After a successful three month beta test, user-friendly AI data platform 1plusX is giving publishers new recruitment data tools to combine recruitment ad data with their main site audience data. Based on the innovative technology used to integrate customer relationship management (CRM) and third-party panel data into the 1plusX data platform, the new recruitment data tools enable publishers to effortlessly integrate anonymous job seekers’ data so hyper-relevant ads can be displayed to extremely targeted consumers and candidates. What’s more, using 1plusX’s data creation tool, publishers can harness AI to expand their audience based on their initial recruitment data to reach even more statistically relevant consumers and candidates.
“Consumers give publishers incredibly insightful information when they click on a job ad or search for particular jobs: such as their industry, seniority, job title, education, salary bracket, location, skills and professional interests. The job boards which enable users to create profiles with search criteria and career histories are even more valuable. As 1plusX is extremely user friendly, it is easy to combine recruitment data with content and display ad data to be managed from a single user interface. Campaign managers can then use the system to creatively define very focused, high quality audience segments with tightly defined interests. For example, ad campaigns can be targeted specifically at the lucrative C-suite audience, or roles with specific buying responsibilities, such as IT decision makers. Such focused audiences are highly sought after by brand advertisers, so publishers can garner more revenue per ad impression. The 1plusX tools can even help dedicated independent recruitment sites to monetize their data through partnerships such as this with other publishers.” said Fiona Salmon, UK managing director of 1plusX.
Data creation engine uses recruitment data to grow publishers’ audiences
Unlike basic data management platforms, 1plusX enables publishers to create new, very rich, statistically significant proprietary data that can be used to expand the reach of ad campaigns to other relevant consumers. The 1plusX data creation engine is displayed to campaign managers as a simple scale-up slider on 1plusX’s user-friendly interface. Behind that very simple presentation is advanced AI which matches thousands of users to ads based on their statistically relevant characteristics and personal preferences gleaned from the recruitment data, even though they are not currently within the publishers’ audience. On average this is increasing ad reach to relevant consumers by 1285 per cent.
“Publishers are spending far too much time and money on cumbersome data management and are failing to maximise the value and revenue from data they already possess. They often buy in audiences from third parties to integrate with their display ad DMP when they already have incredibly rich and relevant user data in another part of their business. Display ad departments and recruitment ad departments often keep their data in separate silos, and data management platforms often do not make data integration easy. 1plusX enables publishers to monetize more of their own data, create new statistically relevant data and reduce reliance on third party data. It also introduces new efficiencies into data management by: consolidating data into a single data platform; using AI tools with a processing power equivalent to millions of data scientist man hours; and enabling display and recruitment advertising departments to collaborate more effectively,” said 1plusX’s Fiona Salmon.
1plusX has been built from the ground up to help data teams to comply with the new General Data Protection Regulation (GDPR). It offers easy-to-use consumer opt-in/out and data deletion tools. Strict data separation measures ensure the integrity of each publisher’s data. 1plusX does not mix data in a general data lake, and data added into the platform remains the property of the publisher. 1plusX’s reporting tools enable full transparency on what data is collected and how it is used.
More info at www.1plusX.com.