Author Archives: Paul Neto

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Paul spent a number of years designing, supporting and consulting in the field of geographic information systems, including internet mapping technologies and international boundary delineation. After a short stint in market research, Paul led a technology and operations team at comScore and worked hand-in-hand with research and sales teams conducting various types of online research, including customer satisfaction and advertising effectiveness, on some of the company’s biggest accounts. Paul loves to order porkchops in restaurants to get a reaction from his vegetarian friends. If Paul ever does this to you, know that you can retaliate by wearing yellow; a color that scares him to his core.

Audience Targeting: Why Does In-Segment Incidence Matter?

April 25, 2012
Posted by Paul Neto

The online advertising ecosystem is evolving at an alarming rate. According to a new report from eMarketer, a majority of US marketers (61%) consider audience targeting to be the most important type of targeting for their marketing campaigns. However, when it comes … Continue reading

Using a DMP with Crowd Science Data

January 31, 2012
Posted by Paul Neto

Many publishers are starting to deploy data management platforms (DMPs) to help manage their data assets, in essence providing the plumbing for managing a publishers first, second and third party data. Controlling the Data This data may include first party … Continue reading

Unique Audience Segments: Going Beyond Standard Audience Segmentation

December 7, 2011
Posted by Paul Neto

Are you looking for some creative audience segments? How about something different, unique and fun? On my second blog post about audience segments (check out my first post on firmographics), I thought I’d share a few interesting and fun segments … Continue reading

How to Measure Firmographics and Build Audience Segments

December 5, 2011
Posted by Paul Neto

This week I’m starting a series of blog posts that will attempt to outline some of the numerous audience segments that can be identified using the CITRUS™ platform by Crowd Science. In this post, I will focus on what we … Continue reading

Five Reasons Why First Party Data is Better Than Third Party Data

November 28, 2011
Posted by Paul Neto

Here at Crowd Science, one of our matras is that owning your own branded, first party data is better than buying third party data. To help illustrate why, we’ve created a list of five reasons why first party data is superior … Continue reading

Adding Social Targeting to Audience Targeting

November 9, 2011
Posted by Paul Neto

Emerging research is building a case for the integration of social media into ad targeting strategy. This evolving area of targeting is referred to in a few ways, namely social media targeting or just simply social targeting. Social targeting is involves … Continue reading

Stop Losing Value through Data Leakage

October 10, 2011
Posted by Paul Neto

Publishers are at risk of losing somewhere between $850M and $1.2B by utilizing third party data. As surprising, 31% of data collection on premium websites is initiated by these third parties, as opposed to by the premium publishers themselves. This … Continue reading

Ad Targeting for Purple Socks: Finding Niche Audiences

August 23, 2011
Posted by Paul Neto

Ad targeting is difficult, particularly if you are looking for a niche audience like customers interested in purple socks. In most cases, ad targeting is conducted using proxy metrics – such as clicks – or behavioral measures – such as … Continue reading

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