Turn Launches Industry's First Dynamic Pricing Model for Behavioral Targeting

Dynamic Model Ensures Efficient Pricing For Behavioral Ad Inventory

REDWOOD CITY, Calif., Sept. 18 -- Turn Inc., the smart market for online advertising, today announced it has released the online advertising industry's first dynamic pricing solution for behavioral targeting. Turn's solution offers more efficient and customizable pricing, delivering better ROI for behavioral advertisers.

In the current industry model, behavioral targeting solutions are offered as a premium above fixed CPMs for standard inventory on the promise of performance, and all advertisers are charged the same premium for the same inventory. However, this does not take into account such factors as recency of behavior or relevance to the advertiser's message. Turn's behavioral targeting solution considers these elements and many others, delivering dramatically improved efficiencies over other behavioral solutions.

Turn has combined its unique behavioral pricing model with its machine learning platform to provide a superior behavioral solution that prices inventory based on the value to the advertiser and the actual measurable performance of their campaign. Turn also incorporates its automatic targeting functionality, blending contextual analysis, audience information, and other variables to further optimize performance of behavioral targeting for advertisers.

"Our dynamic pricing model is an alternative to how advertisers are purchasing behavioral inventory today. In this world, offerings aggregate all users in the behavioral segment and every impression is assumed to have equal value to the advertiser. In reality, all users are not equal and pricing should reflect that," comments Dominic Bennett, vice president of engineering at Turn.

Turn's behavioral solution also includes retargeting. This feature enables advertisers to monitor consumer behavior in real-time and retarget within seconds. In addition, Turn's differentiated rule builder gives advertisers the ability to narrow their purchase to focus only on those users who have shown an interest, remarket or sequence offers to users who have visited an advertiser's site but not completed a specific action, or up-sell or cross-sell based on past anonymous behavior.

Turn has been testing its new behavioral solution with select clients over the past 2 months. During testing, clients in Turn's telecommunications, financial services, and automotive categories experienced significant improvements in their campaign performance after integrating Turn's behavioral solution into their buys. For example:

-- A telecommunications client in Turn's market saw a 28 percent lift in click-through-rate and a 423 percent jump in conversion rate when adding retargeting to their buy.

-- A Fortune 500 financial services client had an increase of over 200 percent in both click-through and conversion rates after starting their retargeting campaign.

-- A major auto insurance company saw a 2x lift in ROI when they included behavioral into their campaign targeting auto-intenders.

About Turn Inc.

Turn is the world's first smart market for online advertising. Employing revolutionary machine learning technology, the Turn smart market combines automatic targeting and goal-driven pricing to optimize ROI for over 500 premium advertisers and maximize revenue for more than 3,000 high-quality publisher websites. Turn is located in Redwood City, California. For more information, visit http://www.turn.com/.

Editor's Note: Turn's VP of Engineering, Dominic Bennett, will be speaking about behavioral targeting at the OMMA Global Conference in New York this week. On Thursday, September 18, Bennett will be on the I Understand Behavioral Targeting Conceptually, but What Do I Do With the Info? panel. On Friday, September 19, Bennett will be hosting and presenting at a behavioral workshop entitled: Not All Behaviors are Created Equal: Understanding, Buying, Optimizing, and Analyzing Behavioral Targeting.

   Turn Contact:
   Thai Arizpe
   Marketing Director
   (650) 353-4378
   thai at turn.com