Turn Advantages

Goal-based pricing in an auction market

With traditional ad networks you pay a flat CPM for a promise of performance. With Turn, all pricing methods—CPM, CPC, and dynamic pricing to a CPA goal, are integrated in a single, real-time auction.

By combining goal-based pricing with predictive targeting and custom behavioral modeling, Turn ensures that you only pay for measurable advertising performance and are dramatically more effective in achieving your campaign ROI goals.

Custom behavioral modeling finds the right audience

Unique from other behavioral offerings, Turn creates custom behavioral targets for every campaign in our market. Why? Because all behavioral targets are not created equal, and optimal performance comes from understanding the unique attributes of your specific audience.

To understand the value of each unique user, Turn maps a user's behavioral indicators on multiple dimensions: engagement – what types of content users are interacting with, recency – when they are interacting, and frequency – how often they are interacting. By evaluating these dimensions in real-time, Turn understands not only if a consumer is in-market, but where they are in the purchase funnel.

Predictive targeting continually optimizes performance

Turn's machine learning technology is more effective than targeting offered by traditional networks because it blends behavioral targeting with a broad range of other targeting methods including contextual, site, category and demographic for every ad impression. For advertisers, that means Turn can more effectively match ads to web pages and consumers than manual targeting alone. For publishers, predictive targeting increases revenue for every ad impression, because ads can be targeted to more pages and consumers than a traditional media buyer could select manually.

Turn's technology constantly "learns" by monitoring all ad impressions, clicks, and actions, and uses these observations to continually refine its predictions. And the more data the system observes for an advertiser or publisher, the smarter and better it gets at maximizing performance.

Quality control for inventory and brand

The Turn Network only serves an ad if the advertiser, publisher, and the web page generating the ad impression are known. Networks and exchanges cannot make this claim (see key differences). This fact, combined with strict advertiser and publisher standards, ensures quality control and brand safety for all market participants.

In addition, Turn's technology checks in real-time whether an ad is being displayed 'above the fold' in the consumer's browser. Advertisers running CPM-priced campaigns can use this feature to ensure that their ads will be seen by consumers and that proper value is being delivered.

 

View Demo of the technology that makes Turn the Smart Market.