Adriana the Advertizer

Let me get right to it:
why would I advertize with Predicube?
Straight to the point, that’s how we like it. The main reason is that we allow you to target display ads to only those persons that are likely interested in your product or service. So you need less ads to reach more interested persons. That of course means more effective marketing, leading to smaller advertizing budgets for you to spend, while reaching more persons!
Is this only useful for click campaigns?
Our approach is indeed very useful for click campaigns, as we see higher click through rates. But we also see higher conversion rates for advertizers interested in conversions rather than clicks. Our targeting is also very effective for brand recognition campaigns. A luxury product company for example that is not specifically looking for clicks or online conversion, can still benefit from advertizing only to those users that are interested in such products. That is exactly the kind of service we’re offering.
But what if I’m only a small advertizer and I never advertized online before, why should I consider advertizing now?
Small companies indeed rarely advertize online with display ads (banners). The main reason is that there is just too much waste: if you sell kitchens in Antwerp, there is little reason to advertize on a major website to all persons who ever visit it. In our setup, you can now avoid such waste. With our proprietary technology we can accurately predict who the users are that are likely interested in a kitchen. For example: we collaborate with Batibouw, so we know all users that are going to the Batibouw fair. Focusing that segment even further on users that visit Antwerp-related webpages, will make for a perfect set of users to target with an ad for the local Antwerp kitchen company.
What about large companies that already do lots of advertizing?
For them even larger profit gains can be obtained, as they typically spend very large budgets on “carpet bombing” all users in a certain region or even country.
We allow to focus these budgets on the different products that they sell, targeted intelligently to different segments.

I’ve seen ads for some major advertizers on dodgy websites and apps. On what kind of websites would you show my ads?
Major advertizers often make use of Real-Time Bidding, where ads are bid for in real-time (have a look here to learn more about RTB). Unfortunately, in such RTB environments you have little control over which website or app your ad finally appears on.
This could be some gaming app intended for children or even adult content websites. That is why we only advertize on premium websites. Have a look at our affiliated websites here...

Even so, why would I do online display advertizing anyway, I already use Google Ad Words.
Google Ad Words is a great technology and shown to work well, so good for you. But on the other hand, Ad Words only lead to customers who are actively looking for your specific product, and at a very high cost.
You additionally need to invest heavily in SEO to ensure that your words correspond tot the right audiences (at the right price). We complement such advertizing by showing display ads to a much larger audience, which are also likely interested in your product. With our technology, we make sure the right audience is targeted.
That all sounds very promising, but what about privacy of the users?
Privacy is at the core of our business, and we make sure to include “privacy by design” in our business and data science.
From that perspective we only store and analyze data of users who granted permission to do so (by allowing cookies), we delete all data after 60 days, and we have a very secure infrastructure. All this is discussed in more detail in the interview with Sunny the Surfer.
I’m convinced! How would you go about to target ads for my company Acme Inc. selling fredzies?
If you send us a mail or call, we’ll happily set up a meeting to discuss this in more detail with you!

Sunny the Surfer

Can you tell me in one sentence what Predicube does?
We use privacy-friendly technology to intelligently target more relevant ads to you.
Whenever I go to Zalando, I keep getting ads from that site, is that what you do?
That is what is called retargeting, and can sometimes be very effective. However, this is not intelligent targeting: sometimes you even keep getting ads after you bought the product! We work differently, what we do is try to find products that you might find interesting and show only these.
Very similar to what Netflix does in recommending other movies or tv series for you to watch. In that way we hope to make the ads that you see more interesting for you.
Why do I need to see ads anyway?
Well, ads are what keeps most of the internet free. Think for example of your favorite news site: either it is hidden behind a pay wall, and then you pay for it, or it will be freely accesible but has ads on there. With these advertizing revenues the journalists, editors, etc. are paid to deliver you the high-quality content on the site. If there wouldn’t be any ads, there wouldn’t be any content: someone has to pay for all the work that goes into creating a good website. What we try to do is make those ads more interesting for you, so it is not just annoying background noise.

I agree, but how do you get access to my data, and how do you handle this?
That is a very important question, related to privacy, on which we focus in all steps in our business.

We only store and analyze data from users that have their cookies enabled. If you have not allowed that, we will not track you or analyze your data. In that case the ads that are shown to you will likely be less relevant. Your cookie ID is a random number assigned to you, you can find the stored cookies on your PC like this. To disable cookies, follow this approach. We only work with premium publishers, who allow us access to their data. These publishers will have a cookie policy clearly listed on their site informing you that if you enable cookies these could be used for marketing purposes.
The data we store is your browsing data: all website visits you made on the sites of the publishers we work with (and allowed us to work on their data) will be logged in our system. Since cookieIDs are random numbers, the data we store is in the line of: cookie X123 went to on June 3rd. Our technology then looks for patterns in such data, trying to see how the users that were interested in a product differ from those that weren’t interested.
For example: users that go to a webpage discussing the music tour of Stromae in the United States will likely be interested in an offer for the last tickets for Stromae’s concert in Brussels. The websites whose data we analyze are all premium websites, so no website visits to adult content sites and the like will ever be logged by us.
We only store your data for 60 days, after that your data is permanently deleted. If you clear or disable your cookies, we won’t link your previous data or send you any personalized ads.
Finally, we make use of very secure, proven infrastructures: logins into our system only occur through two party authentication, connections are made through secure lines only (ssh), etc.

Isn't that similar to what Google does?
Indeed, Google also has access to all your browsing behaviour, among others from any website where Google Analytics is stored (almost all websites use this nowadays). We are different in three aspects: Firstly, we focus on privacy throughout our business in a transparent manner, as we are a European player that needs to conform with European laws. Secondly, we have state-of-the-art privacy-friendly data science technology: Predicube is a spinoff of the Applied Data Mining research group at the University of Antwerp, where top notch research is done in this area. Thirdly, we only use data from premium publishers with clear privacy statements, and we compensate these for their data. Other online advertizers often just use data from websites, whitout the explicit consent from the surfer or the website.

So because of our European and university roots, we are quite different from the large online advertizers.
Sounds good! Keep sending me those latest offers on Stromae’s concerts!

Wendy the webpublisher

What are the options to collaborate with you?
We help websites that have high-quality content to get more value from their online traffic in two ways: firstly, we analyze their website traffic to better target ads, and secondly, we use their website to show online display ads on.
Websites can choose for either option or even both, and are compensated for each. Our customers are advertizers that are interested in targeting ads only to those persons that are likely interested in the product or service they are selling.
To do so, we apply advanced data science technology on the website visitation data (from the millions of webpages from our affiliated websites) to find patterns that distinguish the interested persons from the non-interested ones.
Can you give an example for each?
Consider for example the website for a major fair about vacations. By collaborating with such a website, we would know all the visitors of that website (by privacy-friendly logging). Advertizers such as hotels, airlines or travel agencies can then advertize to this specific segment on any of the affiliated websites we work with.
The website of the fair can then even choose not to put any ads on their website, and just be compensated for the website visitation data they provide.
How is that different from what other online advertizing companies do?
We compensate publishers for displaying ads on their websites and for their data!
That is unique and is key difference with many other (international) targeting companies.
Indeed, I never got compensated for my data before. Can you please explain this further with an example?
For example, by putting Google Analytics on your website , Google knows all your website visitors, but doens’t compensate you for that (except for allowing you to use the Google Analytics tool). Similarly does Facebook log all your website visitors if you place a “Like” button on your website.
Not only won’t you get compensated for your data, you probably didn’t even explicitly give your permission to such companies to use your data, and neither did the visitors of your website.
We want to break through such an untransparent system by working closely and in full openness with the publishers.

What is RTB?
RTB stands for Real-Time Bidding where online ads are bid for by advertizers in a real-time auction. So RTB exchanges bring together advertizers and publishers of web pages and apps. When a user visits a web page that sells ad slots through RTB exchanges, a bid request is created. Such a bid request will provide additional data on the user and web page visited, such as IP address, publisher and device type. Based on such data, advertizers can choose to bid. The highest bidder is allowed to load a potentially personalized ad. All this occurs in real-time, in less than 100 milliseconds.
By simply “listening” to all the bid requests on such an exchange, companies get access to all visits on your website, without you ever being compensated for that data.

So shouldn’t I sell unsold ad inventory on RTB?
You may choose to still sell some inventory. But on top of the fact that you don’t get paid for your data, it is a fact that the price you get on RTB for showing an ad on your website is usually much lower than if you would sell it directly to an advertizer.
Ok, the advantages for me are clear, but what about the privacy of my website visitors?
Since we work with cookies, it is first of all important that you have a clear cookie olicy statement on your site, letting the visitors know that if they allow for cookies their data could be used for online advertizing. That being said, privacy is at the core of our business, and we make sure to include “privacy by design” in our business and data science. From that perspective we only store and analyze data of users who have granted permission to do so (by allowing cookies), we delete all data after 60 days, and we have a very secure infrastructure. All this is discussed in more detail in the interview with Sunny the Surfer.

You got me convinced, let’s set up a collaboration. I’d like to first go for the first option: you using my data to better target ads and compensating me for the additional value I bring. Would it take long before we have set this up?
Not at all, once the contract is signed, we can be up and running in a day or two!
If you send us a mail or call, we’ll happily set up a meeting to discuss this more in detail with you!