The Intent Signal Platform Delivers Incremental Revenue for Publishers by Enabling Advertising Triggered From Native Consumer Search and Share Actions
NEW YORK – 33Across (www.33Across.com), a leading advertising technology company, today announced its first milestone since the launch of its Intent Signal Platform two weeks ago with the signing of its one millionth publisher partner, Project Nursery. Other premium publishers currently employing the Intent Signal Platform include the Kiplinger, Sports Illustrated and Time. As search and content sharing continue to become more prominent among consumers, publishers are beginning to realize the value of utilizing that behavior to increase brand awareness and accrue incremental revenue.
“The amount of traffic driven to publisher sites from search and content sharing continues to grow dramatically,” said Eric Wheeler, CEO of 33Across. “Our data recently revealed that 50 percent of site visitors come from search and social traffic, representing an untapped opportunity to deliver relevant advertising to consumers and more revenue to publishers. This realization was one of the driving forces behind the creation of our Intent Signal Platform. Not only is it important for publishers to capture this kind of activity and insight, but also action upon it by delivering smarter and better ad units to those consumers that signaled the highest level of intent.”
33Across recently found that more than 80 percent of social referrals were driven from Facebook, Twitter and Pinterest. Today, publishers are looking to understand these consumer behaviors and are interested in solutions that allow them to better monetize and connect with audiences through these activities. 33Across’ Intent Signal Platform makes these connections with consumers possible by offering a better and smarter way to engage audiences while also making sure to add value to the overall site experience.
Through 33Across’ Intent Signal Solutions, a whole new class of advertising was created to address social referral traffic in a high impact and relevant way. Publishers are now able to advertise to consumers landing on their sites from a social channel and deliver an Intent Impact Unit based on the consumer’s previous activity and the relevant content on the page. However, the Intent Impact Units are only served to those consumers that displayed high intent signals—meaning these ad units are only served to a fraction of the publisher’s readers, whom display the highest likelihood of conversion.
“As a digital publisher, advertising is a necessity for running a profitable business, but it’s incredibly important to make sure those ads do not tarnish the brand or experience that we are creating at Project Nursery,” said Melisa Fluhr at Project Nursery. “With 33Across’ Intent Impact Units, highly relevant ads are served in a native format only to those readers that show the highest level of intent. This allows us to maintain the user experience of our site, while also offering additional value to our readers.”
Publishers deploy the Intent Signal Platform by placing a simple line of JavaScript code on their pages. The embedded code makes it possible for the company to identify consumer intent from billions of search and sharing activities across each publisher and social sharing site. With this intent data, publishers are then able to employ 33Across’ Intent Impact Units to deliver premium, “in-view,” high impact ads that result in a 1.5 percent click through rate, on average.
The intent signals identified and analyzed by the Intent Signal Platform are used to power two cross-platform ad products—Intent Signal Solutions and Intent Modeling Solutions. The Intent Signal Solutions’ performance lies in its ability to reach consumers at key moments of discovery with high-impact creative and new “in-view” ad placements. While 33Across’ Intent Modeling Solutions combine real-time data from the platform with first-party advertiser data and offline purchase data to create customized prospect profiles.
For more information on the Intent Signal Platform and its solutions, please visit www.33Across.com.
About 33Across
33Across is a leading advertising technology company, recently named the 70th Fastest Growing Company in America by Inc. Magazine. 33Across harnesses intent from billions of consumer search and sharing activities on more than 1 million publishers to deliver breakthrough advertising experiences and enhanced modeled audience solutions. The company works with half of Fortune’s 1,000 top companies, and has offices in New York, San Francisco, Los Angeles, Chicago, Sunnyvale and Boston. Learn more at www.33Across.com.
