But within that age bracket, there is incredible diversity of segments that the AARP knew would provide value to advertisers. So the team decided to use Krux to build its data-management platform (DMP), which would run across AARP The magazine section and aarp.org as a whole.
Through Krux, the AARP could create segments on the site and offer advertisers audience extension. Internally, the site could use the platform to boost membership.
Since AARP implemented Krux more than a year ago across aarp.org, the average CPM of run-of-site placements doubled with the audience data from the DMP added in. The site's investment in Krux’s software gave it a return six times over.
Key to the success was the ability for the AARP to leverage its offline data, which had subscribers’ birthdays, household income, gender and other demographic data provided by the user.
The Advertiser Advantage
“Advertisers crave finding quality, declared demographic data,” said Mike Moreau, chief solutions officer of Krux. “A lot of the third-party data available is inferred. In the AARP’s case, you have people saying: ‘This is my birthday.’”
Krux enables AARP to combine that offline data with other behavioral data that might take place on the site, as well as third-party data Krux brings in from other providers. That gives advertisers plenty of options for how to use audience targeting. (more…)