This document discusses how JOLT! can help advertisers improve return on investment (ROI) through more accurate targeted advertising. It notes that targeting, reach, and recency are key levers that are data-driven and can be improved. JOLT! verifies target segments from various data providers to identify the most accurate segments. Using JOLT! scores, advertisers can compare segment validity across sources, evaluate audience delivery by publisher/network, and trend campaign performance over time to continuously optimize targeting and increase ROI. JOLT! leverages survey data from ad impressions to compare "in-target" and "out-of-target" delivery for different target providers, publishers, and campaigns.

1. JOLT!
DRIVE ADVERTISING ROI
WITH JOLT! VERIFIED TARGETING
May, 2018

2. JOLT!Are You Satisfied With Your
Digital Advertising Performance?
• Many advertisers aren’t. Questions being raised about have
the ROI of their investments

3. JOLT!Advertising Performance Levers
• Reach, Targeting and Recency are data-driven levers
• Testable
• Controllable
• Improvable
• Have you tried all the usual things to bring digital marketing costs
down?
• Marketers have only five key levers at their disposal to boost efficiency
and effectiveness
• Some are creative-driven; some are data-driven

4. JOLT!Focus On Targeting For Improving ROI
• Many marketers pin improved ROI to moving from mass marketing to
“advanced” targeted marketing
• From age/gender to advanced targets
• Not just in digital, but also in television and other media
• Advanced targets can be sourced from many providers
• Thousands of target segments available from 50+ vendors like Acxiom, Experian etc.
• But don’t always perform as promised – don’t always accurately deliver the
target
100
131 131
115
86
137
Actual Target A Target B Target C Target D Target E
Auto Intenders
100
73
82
67
117
108
Actual Target A Target B Target C Target D Target E
Yoga Interest
Target Segments By Providers
Indexed to Actual
Source: Jolt 2017

5. JOLT!Improving Target Segment Accuracy
Will Increase Advertising ROI
“2017 Viant, Nielsen Catalina, Rubinson Partners study
proves that targeting the right consumers can result in
a 5X - 10X improvement in advertising ROI.”
… Jolt partner, Joel Rubinson
ARF Audience Measurement Conference
June 2017

6. JOLT!How Can We Improve Target
Accuracy?
Jolt! can help you:
• Increase target segment yield
• Increase market segment coverage
• Leverage recency for even greater effectiveness
• Identify media/target synergies
• Scale learning across campaigns, brands and agencies
• Launch a program of continuous experimentation, learning and
improvement to drive ROI
Have JOLT!
verify your
targeting
options1.
Select the
best
performers
and
reallocate to
eliminate
waste
2. Increase
ROI3.

7. JOLT!Jolt! Addresses A Simple Question:
What Is “Good” Target Accuracy?
• Jolt! score has three dimensions
– Density index:
What is the concentration of the desired
attribute within the cookie/tagged pool
offered or audience delivered, relative to
their natural incidence in the
population?
– Waste avoidance:
What percent of impressions delivered
to the target will be wasted due to
inaccuracy?
– Demos of target (not obvious
and subject to mis-estimation)
Eventually, normalized by norms:
For example, low incidence “intender”
segments (e.g. auto intenders) tend to
have higher density indices as an
arithmetic artifact; our norms base
adjusts for this.
180
195
110
100
0
50
100
150
200
250
0
5
10
15
20
25
30
35
40
Source A Source B Source C US Pop
Jolt! Scores: Validity of target
segments varies across sources
Incidence Jolt score

8. JOLT!
Segment
validation
•How accurate are the
segments across
different possible
providers?
Audience
by
publisher
analytics
•Are there certain
publishers or ad
networks that are
delivering a higher
density of the target I
want to reach?
Campaign
trending
•How does this campaign
compare to other
campaigns I run in terms
of hitting the target?
•Am I seeing continuous
improvement?
Use
Cases
Jolt! Answers The Questions That Keep
You Up At Night

9. JOLT!
10 million
impressions N = 250
Campaign #1
N = 250Campaign #8
Campaign #2
Campaign #3
Campaign #4
Campaign #5
Campaign #6
Campaign #7
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Cpgn 1 Cpgn 2 Cpgn 3 Cpgn 4 Cpgn 5 Cpgn 6 Cpgn 7 Cpgn 8
Gen
Pop
Jolt Scores
Campaigns can be compared over time for the same brand and target definition, or
across brands and targets for different brands in the portfolio
Survey
How Does It Work?
Comparing Campaign Delivery Over Time
Target Segment Goal: New SUV Owners, $75K+ Income, Age 21-59

10. JOLT!How Does It Work?
Publisher/Ad Network Target Accuracy Comparisons
Survey*
Ad Network
Target Providers Campaign
5 million
impressions
5 million
impressions
5 million
impressions
N = 100
N = 100
N = 100
Questionnaire
40% in-target
60% out-of-target
35% in-target
65% out-of-target
22% in-target
78% out-of-target
Result
167
149
106
Jolt score
Programmatic
Publisher
This source is not
delivering. Ad
dollars should be
shifted away from
this ad network
• Type vehicle owned,
• purchased new
• pre-owned
• Age
• Income
*Survey triggered by ad impression serving, based on pixel firing. Survey panelists
who are exposed to ad get interviewed
Segment: New SUV Owners, $75K+ Income, Age 21-59

11. JOLT!Put Jolt! On Your Team
joel@rubinsonpartners.com
@joelrubinson
Blog.joelrubinson.net
Gerard Broussard
gerard@pre-meditatedmedia.com Jim Spaeth
jim@sequentpartners.com
Alice Sylvester
alice@sequentpartners.com