Introduction
What if the internet reflected what you’re interested in, and replaced irrelevant ads as you browse? You might be in the market for a weekend trip to France and be online looking at all the options. You might have an idea of the kind of things you’d like to see or where you’d like to go. As you continue to browse… What if the internet could suggest the right hotel for you? The OIX makes this happen now. The OIX replaces irrelevant ads with what’s interesting and useful to you.
The OIX brings together:
Advertisers and ad agencies, publishers and ad networks, internet service providers (ISPs) and behavioural targeting optimisers to start not one but two revolutions - in online advertising and in online privacy.
The Privacy Revolution
The OIX takes a groundbreaking approach to online privacy.
- We do not and cannot know who you are.
- We do not and cannot know where you have been.
- At any time you can choose to turn it off or on.
We Do Not and Cannot Know Who You Are
- We can only recognise each user by a randomly assigned number.
- We don’t tie in to anything the ISP knows about the user. We cannot access ISP account databases or store or retain IP addresses.
- We don't use information inside the pages that the user in on to find out who they are.
- We can’t access secure pages.
We Do Not and Cannot Know Where You’ve been.
We make a real-match between page keywords and URLS with advertiser channels. Immediately after a match is made, we discard the keyword and URL information. The only thing that is stored is the random number and the advertising channel. No advertising channels are vetted to ensure that they do not include any sensitive subject matter. e.g. there is no “adult” channel.
No channel = no match = no record
You choose.
You can easily switch the system on or off, and we will remind you in ads. You can visit www.webwise.com directly to switch it on and off.
Online ad revolution
Online Advertising Before the OIX
Before the OIX, advertisers had to choose between reach and granularity
They could either reach a large number of people indiscriminately or a much smaller number more accurately. But that accuracy relied on two things:
- intrusive data collection and
- targeting fixed, broad, advertiser categories, like ‘sport”.
Reach AND Granularity
The OIX, by partnering with ISPs, has access to an unprecedented data pool. The OIX anonymises this data and fully protects user privacy. OIX ads can reach the person most in-market for a product wherever they are on the Internet. This shifts the advertising industry from a page-based to a user-based model. Advertisers and agencies can select or create their own highly specific rules for showing ads.
Channels
These rules are called ‘Channels” and are made up of keywords and URLs. Advertisers and agencies can show ads to users whose browsing matches these keywords and URLs a specific number of times over a specific period.
For example, show a Paris hotel ad to anyone who has browsed to a Paris travel site where the page contains ‘France’ and ‘Paris’ three times in the past half an hour.
Advertisers can now have both accuracy and volume. The OIX turns the internet into a broadcast medium through which the advertisers can narrowcast to the precise audience they want to reach.
The Channel Marketplace.
The OIX has created a “Channel Marketplace” where anyone can create targeting rules and charge for their use.
Advertisers and agencies can search for rules that match their target audience, and the OIX will rank the rules on price, use and total value passed through them. This creates a whole new industry of Behavioural Targeting Optimisation, with participants competing on effectiveness and price.
Who benefits and how?
- Consumers
- See fewer irrelevant ads.
- Find advertising more useful.
- OIX makes more money for websites, enabling them to provide more and richer free cotent to their audience.
- Advertisers/Agencies
Show the right ad to the right right person at the right time, the right number of times – and for the right price
- Dramatically enhances advertising effectiveness,.
- Advertisers can buy the whole internet using the OIX.
- The OIX eliminates wastage caused by overlaying media buys.
- Behavioural Targeting Optimisers
- Participate in a new industry.
- Make money by finding a better way to reach market segments.
- Existing experts can leverage their experience independent of their need to control an advertising budget or manage ad slots.
- Publishers/ Ad Networks
- Win-only tag ensures an OIX ad will only show when it is more valuable than a threshold set by the website or ad network.
- Maximise revenue for all inventory types using different thresholds.
- Better site experience for users – fewer irrelevant ads.
- Incentive to build audiences with richer content.
- Internet Service Providers
- An entirely nre revenue stream.
- Gives customers an enhanced user experience with fewer irrelevant ads.
- ISPs can provide better services without charging customers.
How it works
- Advertisers/Agencies
- Advertisers upload creatives or tags,
- Select targeting rules,
- Set constraints e.g frequency caps
- Set campgain goals, e.g. number of impressions, clicks, etc
- Set price
- Behavioural Targeting Optimisers
- BTOs create channels
- Set CPM fee for channel use.
- Publishers / Ad Networks
- Websites or ad networks provide ad slots (by inserting a tag into their system).
- Set a threshold price to show an OIX ad in the slots.
- Can use a different tag setting a different price for different areas of the inventory.
- Internet Service Providers
- Provide ad serving infrastructure.
- Provide anonymised targeting data.
Revenue flow
Advertisers/Agencies
Pay to show their campaigns
Behavioural Targeting Optimisers
Receive a fee for use of their channels
Publishers / Ad Networks
Receive a fee for using the ad slot
Internet Service Providers
Receive a share of the increase in value given to the ad by the targeting info supplied.
OIX Auction Model
The OIX is a market-based exchange with advertisersand websites competing in a real-time auction
Advertisers/Agencies
Increase the volume of ads shown by increasing the prce that they are willing to pay.
Behavioural Targeting Optimisers
Increase the number of times their channels are used by improving their qality or competing on price.
Publishers / Ad Networks
Increase the number of OIX ads bu decreasing the threshold price.
Internet Service Providers
Gain market value of of data supplied to improve targeting.