Deployed at two French publishers, the solution feeds information from the ad server directly to analytics.
JDN. Several French publishers are currently testing Alke Analytics, the solution that you have developed and whose promise is to link analytics to advertising performance…
Xavier Leune. The media do not have the tools to manage their revenues. Which acquisition channel (social, newsletter, paid, etc.), which location, which page in which time slot brings the most revenue? Editors are unable to answer these questions and are working blindly. However, an article can be a hit with audiences without contributing to turnover!
It is to enable them to make the link between their knowledge of their audiences, their web performance and the income obtained by their network that we designed Alke Analytics. It is the only analytics solution on the market that delivers, item by item, the revenue generated by acquisition channel. And you can cross-reference this information with all the usual dimensions of analytics. We also report the visibility, number of impressions and click-through rate of the inventory, all classified according to the monetization channel (programmatic and over-the-counter).
Concretely, what type of decision does this information allow us to make?
Revenue per thousand impressions (RPM) is not only correlated to audience volume. The acquisition channel, reader loyalty, device used, time of consultation, etc. are all signals analyzed by the algorithms of advertising platforms (DSP or curation platforms) to bid on these inventories. However, not all of these signals are made available to publishers to enable them to manage, for example, their floor prices or their traffic acquisition strategy. Today, not a single publisher is capable of calculating the ROI of the audiences they buy.
With this information at their disposal, publishers may have an interest in testing increasing the floor price of the inventory most valued by purchasing platforms, in giving priority to acquisition channels that generate the most revenue, or in increasing advertising pressure on items that perform well. They can also decide to strengthen editorial production on the verticals that work best.
How do you make that connection for them?
By retrieving detailed logs from Google Ad Manager, the market’s leading ad server and SSP, which packages and optimizes all these signals to buyers on DSPs. The hardest part is succeeding in making the link between these logs and the publishers’ audience data. The tool had to be designed for this.
Your ambition is none other than to convince publishers to adopt Alke Analytics instead of tools such as GA4 or Piano…
Yes, absolutely. We have a major differentiating element: our analytics tool was designed to establish the link between analytics data and that of the ad server. This is not the case with other tools on the market. Note that Alke Analytics respects the commitments of the CNIL according to the self-assessment framework, the tool is therefore exempt from consent, which is strategic for publishers.
Where is Alke Tech in its discussions with publishers?
Our solution has been deployed in two French media outlets, one of which has been for a year. We are in advanced discussions with three other major media groups.
