Audience screen
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Media planning is a science and one that has seen growth and increased discipline over the last few years through the introduction of new technology. These technologies have morphed from audience segmentation to audience profiling, but the most recent wave of technology to affect media planning is based on Audience Screening, which can be defined as the opportunity to purchase an actual audience online rather than impressions.
Audience Screening incorporates a number of different technologies including behavioral targeting and the more advanced Conversion optimization platforms. Audience Screening allows the advertiser to identify the audience represented from an impression on a network or a portal and determine if that audience member is more or less likely to act in response to an advertisement than the general audience. If the audience member is regarded as highly desirable, then the advertisements are exposed. If the audience member is not deemed highly desirable, then they are not exposed to the advertisement and the next sequential audience member is evaluated for desirability and match to the potential customer base for the advertiser. This process happens in fractions of a second and can be used to better qualify the audience, allowing advertisers to reach only those folks most likely to convert as well as the publisher to generate a higher cost basis for their inventory.