Mothers Responsible for Majority of Father’s Day Gifts

Father’s Day is already here. Have you gotten Dad a gift? According to Digilant many of us have not, because Father’s Day Shoppers are 308% more likely to be a mother of a toddler than any other group. They are also 629% more likely to be in market for hand tools and 384% more likely to be in market for men’s neckwear.
Father’s Day Shoppers are also 187% more likely to be interested in collecting coins and 113% more likely to be in market for fiction books and magazines. They are 101% more likely than the average online shopper to purchase cycling parts and 95% more likely to purchase a GPS navigation device. According to the data they are just as likely to be interested in travel to Monterrey, Mexico, as Nail Care Products, 85%, and they are 79% more likely than the average online shopper to be interested in Healthy Living.

Based on the data, Dads are in for a great Holiday. Happy Father’s Day!

Quality Assurance Guidelines Initiative

Today Digilant was named QAG 2.0 compliant by the Interactive Advertising Bureau, signifying leading approaches to self-regulation and compliance. The IAB Quality Assurance Guidelines (QAG) help establish trust between buyers and sellers in a complex and ever-changing digital advertising ecosystem. The mission of the Quality Assurance Guidelines Program is to reduce friction and foster an environment of trust in the marketplace by providing clear, common language that describes characteristics of advertising inventory and transactions across the advertising value chain.

QAG provides transparency for buyers, enabling them to buy advertising with confidence. The program was created through joint efforts by buyers and sellers and represents the buyers’ voice to sellers in defining terms for seller disclosure.

To learn more visit QAG


Who Are Last-Minute Mother’s Day Shoppers?

This weekend is Mother’s Day. If you’re like most of us, you’re probably still trying to find the right gift. And that’s precisely what Digilant set out to understand. What do last-minute Mother’s Day shoppers look like online?

Last-Minute Mother’s Day shoppers are 260% more likely than the average online shopper to reside in a property built within the past 12 months and 74% more likely to be interested in home improvement. They are 110% more likely to be interested in weightlifting equipment, 87% more likely to be in market for an espresso machine and 58% more likely to be interested in the NHL.

And if May rain has you down, have no fear because last-minute Mother’s Day shoppers are 106% more likely to be in market for a hotel in Tahoe Vista, California, or Top Sail Beach, North Carolina, and 97% more likely to be in market for a raincoat and 126% more likely to be in market for a suitcase.

So, what is all this telling us? That it’s time to stop watching hockey in favor of getting our mother’s a gift! Happy Mother’s Day everyone.

It’s the Hap, Hap, Happiest Season of All…Baseball Season!

If you’re in and around Boston this time of year you can smell it; you can feel it; the feeling of baseball is back! Heck, if you’re in any city Baseball season is exciting. With most major league baseball teams kicking off their season’s sometime this week, Digilant was excited to learn how baseball fans differed from the general population.

We learned some interesting things…like did you know baseball fans are 595% more likely than the general population to be interested in Porsche brands, 421% more likely to be NASCAR fans, 389% more likely to be Patriotic Americans, 342% more likely to be interested in fiber cereal and 325% more likely to remodel their homes within the next two years?

I’m picking up on a few themes, aren’t you? Fast cars, flags, Wheaties and now I may understand why Lumber Liquidators adorns every ballpark from East to West.  Let’s play ball!

Taking a Trip for Spring Break? Turns Out Your Destination May Indicate Your Net Worth and Online Interests

With the long awaited break upon us, Digilant was curious to understand where the majority of vacationers were headed for Spring Break, 2014. Not to our surprise our analysis of online users uncovered two distinct audience segments: Affluent Families and College Students. According to the data these two groups not only demonstrate different online interests, but they are heading in different directions to enjoy some fun in the sun.
In terms of travel, affluent families are 18,745% more likely to travel to Honolulu, Hawaii and college students are 10,418% more likely to travel to Tampa, Florida. Other top travel destinations for affluent families include San Diego, Los Cabos, The Bahamas and Orlando. The top destinations for college students include Phoenix, Cancun, Las Vegas and Miami.

Affluent families are 752% more likely to have a net worth between $250-500k, while college students are 441% more likely to have a net worth less than $1. Affluent families are also more likely to be in market for luxury automobiles, interested in art and scuba diving while college students are more likely to buy frozen foods, rent an apartment or home and participate in online dating. Surprisingly both groups – students and affluent families – are interested in eating healthy.

Olympics Fans Are Concerned About the Environment, Extroverted and Interested in Healthy Living

With the games in Sochi coming to a close, numbers suggest that online viewership is at an all-time high. According to the Los Angeles Times, Olympics Fans are streaming 54% more digital content than they did during the Vancouver games just four years ago. With so many fans online, Digilant set out to understand what characteristics are indicative of the US Olympics audience. Here’s what we learned.

In general US Olympics Fans are 436% more likely to be interested in sports and they are 152% more likely to be interested in healthy living. They travel 127% more frequently than non-Olympics Fans and are 189% more likely than the average online user to be concerned about the environment. They watch other major sporting events such as the Super Bowl and March Madness and they have kids in their household. They are 73% more likely to be interested in music and the arts, 39% more likely to be business professionals and 47% more likely to be extraverts.

Who Are Valentine’s Day Online Shoppers? Digilant Breaks It Down Just In Time for the Holiday

It’s Valentine’s Day! With the candy-heart Holiday upon us Digilant conducted an analysis of Valentine’s Day shoppers to determine what characteristics make up their online behaviors. Here’s what we found.
Overall Valentine’s Day Shoppers are 1,072% more likely to be in a relationship and 463% more likely to be engaged. They are 375% more likely to know someone in the military and 200% more likely to have an advanced degree. They prefer Apple products, are interested in hiking and are more likely to watch romantic movies than the average online shopper. They are 117% more likely to travel for business and 100% more likely to be trendy homemakers. And when they turn to the radio for some romantic jams this weekend, they are 92% more likely to listen to rock music over other genres.

When You Should Consider Blocking Popular Domains Like YouTube

One of the latest hot buttons in ad tech is bots. Bots are bad. They are web crawlers that disguise themselves as human-driven traffic when in actuality they are being driven by computers. Bots can download web pages and click on ads. When bots generate fake traffic to a site, it increases demand and the publisher generates more impressions. These additional impressions are sold by the botnet operators on ad exchanges at a higher rate. Botnet activity has gained so much attention that the IAB is now working to establish best practices to fight against non-human traffic.
Many platforms refrain from filtering out bots because they increase click and overly simple conversion rates. The process of blocking sites that contain bots is also manual, and therefore expensive.

Digilant actively protects our clients from wasting money and eroding brand equity by algorithmically evaluating sites to reduce the risk of fraud in our inventory.  In addition to actively protecting against fraud we make our blacklist results available to our clients at the beginning of a campaign and we offer an additional layer of protection through our partnership with Integral Ad Science or any other ad verification partner.
A surprising outcome of our algorithms is the decision to blacklist, or block, YouTube inventory whenever it is sold by an unauthorized seller. Google only sells YouTube inventory through Google. Yet somehow YouTube inventory appears on almost every SSP. Most of the non-Google YouTube inventory is hijacked by browser plug-ins. Browser plug-ins stuff more ads into a page than Google does and also refreshes ads regularly while a user is watching a video. This behavior is an inferior environment for our advertiser’s and is therefore programmatically blocked by Digilant. If you’re buying inventory on YouTube and other popular domains, Digilant encourages you to examine the seller, so you can take proactive steps to protect your brand.

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