Turn Advantages
All pricing methods in a single auction market
Turn is the next evolution in online advertising. The Turn Smart Market combines all pricing methods—CPM, CPC, and CPA with goal seek functionality—for true performance pricing in a single, real-time auction.
Comprehensive pricing enables advertisers to participate in more auctions, while revenue-ranked ad selection maximizes yield for publishers. The end result: by selecting from the broadest possible range of ads, the Turn Market can establish the true, fair market value for advertising inventory.
Blended targeting maximizes relevance
Advertisers, agencies, and publishers are constantly wondering: which is better—contextual, behavioral, demographic, site, or category targeting? How can I keep track of all these narrowly-focused solutions?
Unfortunately, there's no one right answer for every advertiser and publisher, and no single targeting method that can do the whole job. That's why Turn combines all of the traditionally separate targeting methods into a single platform that maximizes relevance and results.
Automatic targeting continually optimizes performance
Turn's machine learning technology is more effective than networks and exchanges, because it blends a much wider range of targeting methods and is predictive. For advertisers, that means Turn can more effectively match ads to web pages and consumers than manual targeting alone. For publishers, automatic targeting increases the amount of advertiser competition for every ad impression, because ads can be targeted to more pages and consumers than a traditional media buyer could select manually.
The Turn Smart Market continually 'learns' by monitoring all ad impressions, clicks, and consumer 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.
Revenue ranking creates a win-win for advertisers and publishers
Auctions by their nature require a method for ranking competing bids and selecting the winner. As online advertising has evolved, the two most common ranking methods are bid price and revenue ranking. Ranking by bid price is the simpler of the two methods but is limited to markets with CPM pricing only.
The Turn Smart Market is a revenue ranked auction, in which the ad with the highest predicted eCPM (effective Cost Per Thousand impressions) wins the auction. This method has the advantage of working for markets that provide CPM, CPC, and CPA pricing. For CPM pricing, the bid price is equal to the ad's eCPM. But when advertisers use CPC or CPA pricing, they pay for an impression only if the consumer completes the desired action. However, the action occurs after the auction for the impression.
To solve this problem, Turn predicts the click rate and action rate for each ad. The probability of click or action is combined with the ad's bid price to determine its eCPM. The auction then ranks every eligible ad, and the one with the highest eCPM wins the auction.
A revenue-ranked auction enables advertisers to use performance-based pricing without sacrificing revenue optimization for the publisher.
Quality control for inventory and brand
The Turn Smart Market 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.