Weborama "collect, organise, stock, transform and operate data within the advertising ecosystem, thanks to a 400 million profiles database" Weborama, 02; Weborama, 03. They provide ad analytics and behavioral targeting services Crunchbase, 01.
Weborama "specializes in creating and delivering targeted online ads. Weborama identifies the content, services and products that are most likely to match the interest of specific user groups according to their browsing history" Weborama, 07.
Weborama features an audience-driven advertising platform:
"The Weborama platform enables advertisers to create audience segments from Media, Site and/or CRM data. These segments can be enhanced using 3rd party data. Advertisers can use these segments to buy ad space and target their campaigns. The Weborama platform analyses the performance of these campaigns and audiences and optimises them in real time" Weborama, 02.
"Weborama has been developing solutions in adserving, data Management Platform (DMP), audience analysis, data segmentation and target segments for 15 years" Weborama, 03.
Weborama Audience Manager: A Data Management Platform; it is a "data management platform for segmentation of different sources of 1st party (CRM, media and website) data, enriched by 3rd party data using access to data owned by Weborama."
Weborama Audience Insight: A "tool for analysing audience behavior on internet sites"
Weborama Campaign Manager: "adserving tool for management and optimisation of advertising campaigns"
Weborama Advanced Rich Media: A "tool for managing rich media/video campaigns"
Weborama Audience Exchange: A " premium multi-device audience platform, on two channels (WaX for agency, WaX for trading desk). Classic formats, rich media and in stream"
Weborama offers audience analysis and a targeted marketing proposal for publishers Weborama, 03.
Opt out procedure: "Users can choose to opt out of Weborama’s anonymous data collection program. Once users opt out, Weborama does not collect navigation data or create marketing profiles anymore. Opting out does not prevent users from receiving online ads delivered by Weborama, but these ads are delivered randomly. They are not targeted to a user’s modelled interest or demographics, are not delivered in sequence or delivered according to any previous advertising interaction. When users opt out, Weborama stores a specific cookie on their browser. Weborama’s opt-out cookie has to be downloaded on each computer and each browser used by users. If cookies are disabled, erased, or altered, and if browsers or operating systems are modified or upgraded, the opt-out process might need to be performed again." Weborama, 07
Opting out: "In accordance with current legislation, internet users can unsubscribe at any moment from Weborama’s data collection programme, either by using the opt-out on the group’s website, or via the icon Ad Choices, which can be found on all targeted advertising, and returning it via website YourOnlineChoices at IAB Europe." [
Personally identifiable information: Weborama "does not collect personally identifiable information (PII) such as name, email address or phone number. Weborama does not profile users according to their political, philosophical, sexual or religious preferences, ethnic or racial origins, trade union membership or health condition.
Segmenting and age: Weborama does not intentionally profile or target sensitive audience segments such as children under the age of 13 or any other segments considered sensitive by IAB Europe’s Self-regulation Online Behavioural Advertising (OBA) Framework.*"
Data Usage and Security: "Navigation data is used by Weborama to build users’ marketing profiles. These profiles are used to deliver, target and/or analyse online marketing campaigns. These actions are conducted by Weborama on behalf of its clients, or by business partners with whom Weborama synchronises anonymous user profiles. Measures have been implemented to protect information from unauthorized or unlawful access, use or disclosure, and against accidental loss, damage or destruction. Access to data is restricted to authorized individuals. Weborama is a member of the Internet Advertising Bureau (IAB) and complies with all applicable laws and regulations as well as with IAB principles as described in the Online Behavioural Advertising (OBA) Framework."
"Over 300 clients use Weborama’s innovative solutions to drive and optimise their online investments in France, Spain, Italy, Portugal, Holland, UK and Russia" Weborama, 03.
Financial details: Weborama was founded in 1998 (listed on Alternext since June 2006 as ALWEB) Weborama, 02; it had a market capitalization of €28 million as of 2015 Wikipedia, 01](https://fr.wikipedia.org/wiki/Weborama. Weborama recorded revenues of 24.3 million Euros in 2012 Weborama, 03; revenues "reached €29 million in 2016" Weborama, 05. Operating income was up in early 2017. A recently signed international agreement with "a leading media/marketing player...will especially enable Weborama to grow its presence in the United States." Weborama, 06
Devices: Web browsers / Trackers in mobile apps
Data assets: Weborama has "400 million profiles in the European database" and "More than 200 socio-demo, behavioural and intenders criteria". This is used for "data solutions" for advertisers; the Audience Manager gives "an exclusive and native access to 400 million profiles in Europe" with a "360° view of behavioural and socio-demographic data". Audience Insight "allows viewing the audience structure by age, gender and occupation, along with the distribution of behavioural segments and clusters", which "helps publishers to drill down into their audience profile in real time, and thereby to maximise its monetisation" Weborama, 04.
Weborama tags placed on a publisher's website allows them to "collect raw and anonymous navigation data". They conduct "Audience analysis, followed by a relevant and targeted marketing proposal" to be "conducted within three weeks from the date Weborama tags" the website Weborama, 03
Weborama "collects anonymous user navigation data via a network of several thousands of partner websites. These websites make it possible for Weborama to store cookies on users’ browsers to allow for their anonymous identification and tracking over the Internet. Navigation data collected by Weborama only includes non-personally identifiable information (NPII) such as URL pages, software equipment, keywords used for searching, geographic location (at state or city level), and advertising interaction history" Weborama, 07.
Location targeting: "Generate qualified traffic in store thanks geolocation" Weborama, 02
Big Data: "Data is at the heart of its expertise, thanks to its strategists, data consultants, computer linguists, statisticians, mathematicians and developers. Big Data is the driver of development today at Weborama, and will continue to be in the future. Great cares are taken to collect data anonymously, internet user benefits from more relevant advertising." Weborama, 02
Semantic processing: Cookies, segmenting, & survey: "the data is sourced anonymously from 300,000 sites, using cookies, then processed instantly. this audience classification is a critical process within each database. thanks to this methodology Weborama has a database of 110 million profiles of behavioural, socio-demographic, and purchasing intent data in Europe, 70 million of which are from France. Today, Weborama has identified almost 200 clusters (centres of interest) based on the behaviour of internet users, divided into 23 segments (a segment being a “family” of clusters). Weborama’s socio-demographic database is built from a sample group of 300,000 active internet users in France who responded willingly to a questionnaire giving their age, gender and socio-professional category. by cross-referencing behavioural clusters with Weborama’s socio-demographic sample group, the sample group data are extrapolated from the database as a whole" Weborama, 03.
Patented technologies based on algorithms and the automatic processing of language: 33 million active URLs; 300,000 sites analysed each day; 110 million active profiles per month; 3.5 million qualified internet users per day; 25 words per day per internet user." Weborama, 03
Knowledge: 3rd party & 1st party data: The Weborama 3rd party database enriches 1st party data. 3rd party data is "Data from a third party which do not belong to the advertiser or publisher, but are made available to them for deployment in online marketing", whereas 1st party data is "Data belonging to an advertiser or publisher."
Audience Segmentation & Targeted Advertising: With big data collections, Weborama can identify "look-alikes" of internet users with a similar profile to those who "transform" ("subscriptions to products offered in the campaign"). "This allows them to be offered advertising which is personalised to fit their profile". Audience segmentation in media campaigns was introducted by an advertiser in 2012; the advertiser was looking to increase the level of transformation while reducing loss of media investments, and called upon Weborama to build a mechanism for its commercial catalogue. Weborama creates a database, including from data collected by advertisers, and builds a targeted advertising model, which includes a model training phase and A/B testing.
Data mining is conducted as follows: "this database is then enriched with socio-demographic and behavioural criteria for internet users whose profile is known to Weborama, thanks to their database of 70 million qualified profiles in France. this data is cross referenced with the data coming from Weborama Campaign Manager. this anonymous information is accessible as a whole using the internet user identifier (a series of characters for each individual contained in the cookies deposited in the internet explorer). this unique identifier allows Weborama to find the complete profile of the internet user in their database, in real time." Search and surf data is used; Weborama then views transactions over weeks, and observes outcomes from users in the database which includes 60 million qualified profiles over approximatley 300 columns, including ads viewed, reactions (visit, click), behavior on the website visited, and socio-demographic and behavioral profile.
Training the model is conducted as follows: From the database, build graphic representation and create permanent tree segments. The criteria most relevant to each product or service can be extracted, where the criteria is based on transformation of the internet users exposed to ad campaigns and impressions.
Weborama's database "is then enriched with socio-demographic and behavioural criteria for internet users whose profile is known to Weborama, thanks to their database of 70 million qualified profiles in France. this data is cross-referenced with the data coming from Weborama Campaign Manager. this anonymous information is accessible as a whole using the internet user identifier (a series of characters for each individual contained in the cookies deposited in the internet explorer). this unique identifier allows Weborama to find the complete profile of the internet user in their database, in real time."
Weborama runs A/B testing to determine if the model is working, based on confidence intervals. Variation can occur for many reasons, such as a calendar event or a holiday.
Segmentation for publishers: "Above all, the aim of publishers is to organise their commercial products so that they can offer advertisers and agencies, in addition to the contextual menu, packs of targeted audiences, enriched by 3rd party data. the second challenge is to build specific audience packs using ad hoc target segments based on both socio-demographic and behavioural targeting (taking account of the internet users’ different areas of interest). "Segmentation of a site’s audience allows visitor profiles from other areas of interest to be seen. It is highly probable that a current affairs site has, among its audience, people who enjoy other sites (finance, beauty, fashion, cookery, travel...). this will offer the publishers the possibility of assessing their content quality, as well as that of their audience, while expanding their client base. "
Two methods of data enrichment from publishers: The first method "includes the synchronisation and propagation of Weborama’s socio-demographic criteria and behavioural clusters on the publisher’s site audience. this is possible by identifying profiles recognised within the site’s audience, which are already part of the Weborama database. In this particular case, the adserver of the publisher calls the Weborama database for each internet user. If the Weborama database recognises the socio-demographic profile or behaviour of the visitor to the site, the visitor is transferred to the publisher’s adserver. the publisher’s adserver therefore now contains the socio-demographic and behavioural profile of the majority of its internet users."
The second method "identifies and analyses the website user’s profiles to create ad hoc target users relevant to the advertisers’ areas of activity." Here Weborama creates ad hoc profiles, and then there is a "transfer of ad hoc target users": "the transfer of ad hoc users defined above is possible using a list of different adserver pixels. this transfer is done by a call of the pixels generated by the publisher’s adserver. the volume of profiles per target required are then available directly in the adserver" Weborama, 03.
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