January 25th, 2011 SkyHorse 
In a conscient effort to help getting rid of CTR based performance measurements, I think it’s important to bring out two concepts not that familiar to online advertising professionals that are very relevant to online branding campaigns.
These concepts are the basis of any evaluation of a campaign marketing effectiveness, especially when using Behavioural Targeting and Audience Segmentation:
GRP – Gross Rating Point – Represents the proportion of users reached by a campaign from the “universe” of users (e.g. a Country total online population) and how often they were reached. In detail, GRP = Frequency x % users reached. E.g.:
- Campaign report shows avg frequency of 3
- Total UU was 15 000 000
- Total online population in the UK is 30M
GRP = 3 x 15 000 000 / 30 000 000 x 100 = 150
TRP – Target Rating Point – Represents what percentage of users reached with a campaign actually match the intended advertisers audience segment. Using the example above, if the advertiser wants to reach the “male” demographic, and the site / network delivering the campaign has a 70 male / 30 female split, then:
TRP = GRP x 70% = 150 x 0.7 = 105
Tags:
behavioural-targeting,
grp,
marketing,
online-advertising,
trpRelated posts:
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September 25th, 2010 SkyHorse 
Geek.com reports of an open-source project that is building a JavaScript API to provide developers with very persistent cookies for user identification. So far it uses 8 mechanisms to store the user id in the browser, ranging from standard cookies to LSO and original methods such as ETags and forced cached auto-generated PNG images. Soon in a browser near you: http://samy.pl/evercookie/
Tags:
behavioural-targeting,
cookiesRelated posts:
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August 25th, 2010 SkyHorse Not long after wunderloop was sold to AudienceScience, its country rival Nugg.ad sells for an undisclosed amount to Deutsche Post, according to research-live.com.
Is this an indicator that Behavioural Targeting has matured enough or simply German recession driving smart investors to pick-up cool tech companies?
Tags:
behavioural-targeting,
deutsche post,
nugg.ad,
online mediaRelated posts:
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July 2nd, 2010 SkyHorse Internet world business reported today that US targeting provider
AudienceScience has reached an agreement to buy
wunderloop, the European leader in behavioural targeting that had filled for insolvency end of April this year. The amount and terms have not been disclosed yet but Internet World speculates it would be in the double-digits (Millions), having beaten another potential investor from Germany FAZ.
AudienceScience has long been trying to get a foot in the European market after leading the US and Japanese scenes.
Tags:
audiencescience,
behavioural-targeting,
online media,
wunderloopRelated posts:
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October 22nd, 2009 SkyHorse wunderloop and United Internet Media announced today they have struck a deal to merge their targeting technologies into a single platform. This will create one of Europe’s leading online advertising targeting platforms and serving 7 of the top 10 German media players (AGOF Internet Facts 2009). wunderloop is to receive the TGP technology assets from UIM and take over the operation and development of the new platform whilst in return 1&1 Internet AG receives a minority stake in wunderloop.
Full press release available at http://www.wunderloop.com/site/?page_id=83&lang=en
Tags:
behavioural-targeting,
TGP,
UIM,
united internet media,
wunderloopRelated posts:
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