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DATA DRIVEN

Audience, Data,
and Content

iOL Advertising is the perfect partner to reach your target audience by leveraging an advanced mix of audience insights, data, and content.

Discover our data-driven ADV solutions

Planning based on socio-demographic data

Our audience targeting plans based on socio-demographic data rely on first-party deterministic data collected from registrations to free, pay, and premium services on Libero and Virgilio portals, all editorial properties (DiLei, QuiFinanza, Buonissimo, etc.), and Italiaonline’s directories & marketplaces (PagineGialle, PagineBianche).

GENDER

Female

Male

Audiweb Age Groups

18-24

25-34

35-44

45-54

55+

Behavioural-Based Planning

DATA MANAGEMENT PLATFORM

Browsing behaviors and habits

Interests & Intents

Searches made

Behavioural audience targeting plans are built on behavioural, interest, and intent clusters of users visiting our properties. We create these clusters through our Data Management Platform (DMP), using precise scoring algorithms and propensity models.

With this wealth of data, we deliver advertising messages aligned with the target audience, making ads feel like a service rather than an interruption, which leads to highly effective results.

DISCOVER AUDIENCE SEGMENTS

Audience Segments

Accountant

Alcoholic Beverages

Architecture & Design

Around Christmas

Artistic Tourism

Astrology

Auto Buying & Selling

Automotive

Back to School

Bars & Restaurants

Beach Fashion

Beauty

Beer Lovers

Black Friday

Books & Literature

Breakfast

Budget Cars

Business & Finance

Careers

Casino & Gambling

Christmas Markets

Christmas Recipes

Christmas Vibes

Climate Change

Coffee

Commercial Vehicles

Commuters

Coronavirus

Culture

Cycling & Bycicles

Desert Trips

Dessert & Baking

Education

European Football Leagues

Exotic Destinations

Falling in Love

Family & Relationships

Fathers 0-3

Fathers 3-14

Female Interests

FIFA World Cup

Food & Drink

Food & Wine Holidays

Foodies

Furniture

Gifter

Gossip

Green

Green Vehicles

Healthy Lifestyle

Healthy Living

Home & Garden

Home Appliances

Household Utilities

Insurance

Jewelry & Watches

Lake Tourism

Light TV Users

Logistics & Delivery

Logistics & Transportation Industry

Lottery

Lotto

Luxury

Luxury Cars

Marketplace & e-Commerce

Medical Health

Men's Beauty

Men's Clothing

Men's Interests

Men's Issues

Millennials

Mothers 0-3

Mothers 3-14

Motorcycling

Mountains Resorts

Movie

Music & Audio

News

Non-Profits & Charities

Office

Online Banking

Pay TV

Personal Finance

Personal Loans

Pets

Pharmaceutical Drugs

Plus-Sizes

Political Issues

Promotions

Purchase Decision-Makers

Real Estate

Religion & Spirituality

Retirement Planning

S.M.E.

Science

Seaside

Shopping

Ski Holidays

Soccer

Social Media

Sports

Sports Auto Racing & Motorcycles

Sports Tennis

Sportsmen

Sportswomen

Street Food

Style & Fashion

Summer Beauty Edition

Sustainability

Take Away

Tattoos

Technology & Computing

Telecommunications Providers

Television

Tires

Trading

Training & Education

Travel

Travelers

Trend Topic

TV Series

Video Gaming

Winter Sports

Women's Clothing

Women's Issues

The behavioural audience segments follow the IAB taxonomy naming convention. iOL Advertising can also create custom audiences tailored to the client and/or campaign requirements.

Contextual-based planning

Contextual technology, combined with our editorial expertise, allows us to identify specific editorial trends (Hot Topics) and turn them into audience segments to target.

To define a Topic, we use a set of semantic rules that enable us to identify and classify all content across our verticals and segment it by thematic, vertical, and seasonal targets.

Our editorial depth allows us to leverage the cross-cutting nature of content and deliver ads across multiple thematic verticals, always in line with the topic of interest.

CONTEXTUAL TARGETING based on

Semantic

Sentiment

Brand Suitability

Contextual planning with weather data

WEATHER DATA

Current weather conditions

Temperature

Air Quality

Thanks to real-time data provided by our partner 3BMeteo, you can deliver customized ads based on current weather conditions and forecasts (temperature range, snow, air quality, time of day, etc.).

This approach ensures that users are exposed to advertising for a product precisely when they are most likely to need it, significantly improving campaign effectiveness. Moreover, customizing creatives based on current weather conditions is a compelling form of engagement that sparks users’ curiosity.

Geo-Based Planning

To target your audience geographically, iOL Advertising offers Geo-IP solutions that identify the location of a user’s smartphone access point by cross-referencing IP address, Wi-Fi connections, carrier traffic, and more. Additionally, we provide Proximity solutions that analyze movement patterns, defining a center/radius or a polygon (geo-fencing).

GEO-TARGETING

Country

Region

Province/County

City/Town

Hyperlocal & Proximity

Drive to Store

Drive to Digital

Branding & Engagement

learn more

Local

PagineGialle

PagineBianche

Tuttocittà

Virgilio Città

3Bmeteo

User Device/Platform-Based Planning

Advanced technological devices allow for content to be optimized according to screen size and usage context.

We can identify most devices and leverage this information to target campaigns based on technological criteria such as device type, operating system, browser, or mobile carrier.

DEVICE & PLATFORM TARGETING

Device Type (desktop, tablet, smartphone)

Operating System (iOS, Android, Windows, etc.)

Browser (Chrome, Firefox, Safari, Explorer, etc.)

Mobile Carrier (TIM, Vodafone, Wind, etc.)

Retargeting-Based Planning

RETARGETING TYPES

Display & Video Retargeting

Local & Portals Retargeting

Sequence Retargeting

Geo-Retargeting

DEM Retargeting

Whether your goal is to develop impactful storytelling, implement lead generation strategies, reduce acquisition costs, enhance customer retention, or more, with iOL Advertising you can plan advanced retargeting initiatives across the entire Italiaonline network, including via DEM.

Data Collaboration Planning

With Data Collaboration, we combine our first-party data with that of another organization (brand, retailer, etc.).

The data interactions are always privacy-safe and GDPR-compliant, as they take place in a protected clean data room environment.

Data collaboration enables the activation of advanced targeting solutions across our media network, with the aim of unlocking new use cases and enhancing communication effectiveness.

DATA COLLABORATION

CRM Match Inclusion

CRM Match Exclusion

CRM Cluster Targeting

Audience Extension

IDENTITY SYSTEMS

Italiaonline is integrated with the most common identity systems available on the market. This allows us to create people-based advertising campaigns with a high match rate across the Libero and Virgilio portals, as well as the entire Italiaonline network.

The Trade Desk EUiD
Google Display Video 360
ID5
1PlusX
LiveRamp
Amazon Publisher Services
Infosum
TNC ID
DYNAMIC CREATIVES

Data-Based Personalization

We support advertisers in the creation of dynamic creatives, which offer the ability to dynamically customize graphic and textual elements based on data such as the delivery context, geographic location, time of day, distance from a store, weather conditions, and more.

The more targeted and adaptable the message, the higher the likelihood of capturing the audience’s attention.

VARIABILI

Contesto di erogazione

Provenienza geografica

Fascia oraria

Distanza da punto vendita

Condizioni meteo

METRICS AND KPIs

What about the results? We’ve got data for them too.

iOL Advertising supports most measurement and evaluation systems for display and video ad campaigns, with top-tier KPIs that certify their effectiveness.

Reach on Target

Viewability

Attention

Brand Safety

Data-Driven ADV Formats

Explore iOL Advertising’s ad formats best suited for data-driven campaigns, along with their technical specifications.

SEE ADV FORMATS

Interested in our Data-Driven advertising solutions?

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or call our toll-free number 800 011 411