What is DTI AudienceReach?

DTI AudienceReach is a behavioral targeting solution that helps news media companies compete more effectively for digital audience engagement, digital revenue expansion and digital cost performance. It enables a news media business model that generates new value through the delivery of more precise and personalized news and ad content.

How does it work?

DTI AudienceReach collects and combines audience data – both real-time and historical – to create a rich digital profile of an individual. The software provides publishers with a new way to understand their audiences using subscription, advertising, readership data plus third party demographic and psychographic data. It also provides a growing set of data analytics tools including new visual intelligence technologies to uncover patterns and trends. The next milestone is to apply the data to create new revenue-generating services including personalized news and more precise ad targeting.

What is unique about the DTI AudienceReach database?

At the heart of DTI AudienceReach is Caché – the world’s fastest object-oriented database. It makes possible the real-time data collection of AudienceReach in DTI Cloud. Caché was designed by DTI’s partner InterSystems as a post relational database with the Internet in mind. Database speed plus an open multidimensional data model make Caché the ideal foundation for Digital Technology’s audience solutions.

Why do we need DTI AudienceReach?

Local publishers are competing for advertising dollars with deep-pocketed global companies with powerful technologies and compelling business models. A local news media company has advantages over global players with your established local brand and long-term local presence. DTI AudienceReach is a marketing platform that combines the publisher’s historical local market advantages with real-time digital capabilities. The business impact is that AudienceReach helps level the playing field by collecting and monetizing rich data on your entire digital and print audience.

How do we gather meaningful audience data?

DTI AudienceReach gathers audience data automatically from many sources, including real-time website behaviors plus circulation and subscriber databases, advertising, surveys and coupon responses, as well as third-party demographic, business and lifestyle databases. Digital Technology software drives this data collection process using our patented Liquid Media integration platform for third-party systems.

How could I use audience data?

Audience data held within DTI AudienceReach is used to enable you to target content in the much same way that search engines, such a Google, target advertising based upon search queries. However, targeting has the potential to be much more accurate due to the broader nature of the data collected in the Audience database, which represents a longer view than a search session.

What is the value of this information?

Targeted advertising is growing significantly because it delivers measurable value to the advertiser. Personalized news content increases time on site and other audience engagement metrics. Also, Digital Technology anticipates that, in the near future, news media companies will need to deliver personalized content to individuals and introduce performance-based advertising in order to compete and grow.

Can I use DTI AudienceReach with non-DTI systems?

Yes but the significant advantages of collecting real-time audience data will be lost. Through Liquid Media, DTI AudienceReach can exchange data with non-DTI systems and databases.

How does this work with online ad networks?

DTI AudienceReach is designed to co-exist with third party ad networks such as Google DoubleClick and Yahoo! APT. DTI AudienceReach provides additional audience data that enhances the overall profile to enable more precise targeting. Publishers participating in ad network partnerships can leverage the ‘key interest’ information in the audience database to request targeted ads from the networks.

How long does it take to implement DTI AudienceReach?

Data collection can begin in a matter of weeks because DTI AudienceReach is deployed only via DTI Cloud. A full implementation depends upon what other networks, systems and databases are required. After initial implementation, expanding the audience information pool will be an ongoing process.

What equipment do I need to install in-house?

This depends upon several factors, and whether the solution is hosted by DTI within DTI Cloud, the DTI Cloud computing SaaS solution, or installed on-premise. DTI will provide the necessary information after technical, marketing and accounting discussions.

Are other newspapers using DTI AudienceReach?

Several news media companies in North America are using DTI AudienceReach today to collect and analyze real-time data about their digital audiences. The data collection phase is the first step. The next phase is analyzing and applying the audience data to develop targeted campaigns and personalized news feeds. The current customer implementations are confidential but the expectation is that we will be able to share anonymous results in 2012.

Will my data be secure?

Yes. AudienceReach is stored and managed within our award-winning DTI Cloud where security and performance capabilities go far beyond those a newspaper could typically afford. DTI Cloud provides single tenancy which means your audience data is stored separately from other newspapers’ data.

How can I learn more?

Talk to your DTI regional sales manager at info@dtint.com or click on the yellow ‘get digital‘ link above .