Also see: Contextual vs. Behavioral Targeting.
Use the tips below to increase your CPM.
Package your Inventory
Use Station Tags to group your stations and/or podcasts into sellable buckets:
Audience based.
Content based.
Genre based.
For podcasts, compare your impressions data from Station Tags with Podcast Metrics Lineups downloads.
Use Demo and Behavioral Targeting
Use audience segments targeting for accurate demo and behavioral targeting.
TruAudience: IP-based, U.S. Only
Provides a list of pre-populated audience segments.
Triton maps your listeners' IP address with the IP collected on the TruAudience segments.
Reach the listeners your advertiser is looking for on both podcasts and in-stream:
Purchase intent.
Age.
Household Income (HHI).
and more.
Available for both targeting and forecasting.
External DMP: Usually Cookie-based, best for In-stream
If you use an external DMP, you can create your audience segments within your DMP and push them to TAP for targeting and forecasting purposes.
Most external DMPs offer a combination of first and third-party data.
Answer to your advertiser niche-targeting needs while catering to your listeners' experience by delivering the most relevant ads to them.
Content and Position Targeting
Use selective targeting that is most appropriate for each delivery type.
Podcast:
Episode published date or age:
Allows different pricing between back catalog and recent content.
First and last position within an ad break:
Premium placement, hence higher CPM opportunity.
Station Tags (see above).
In-stream:
First position within an ad break:
Premium placement, hence higher CPM opportunity.
Station Tags (see above).
Content tags:
Target a specific show, topic or even host using content targeting cue points.
Premium placements as advertisers are guaranteed their product will be placed alongside very specific content which matches their targeted customers.