• What is Carbon?

    Carbon is a Revenue Management Platform that enables publishers and brands to establish a more effective and profitable relationship between their customers and their content. Combining into a unified platform:

    • Actionable insights. Real-time 1st party audience auction & revenue analytics with demographic and intent insights.
    • Audience activation. Audience management and real-time platform delivery to all key platforms.
    • Yield+. Optional, incremental revenue opportunities as well as data and search monetisation.
  • What sets Carbon apart from the other options on the market?

    As a Revenue Management Platform, Carbon’s most significant differentiator is the provision of an integrated platform for:-

    • Detailed, real-time revenue analytics. Real-time revenue reporting by placement, demand partner, content and more.
    • Demographic and Scored Intent insights. Revenue reporting combined with scored 1st party audience analytics to gain transparent & actionable insights into what is driving your profitable users.
    • Audience management and activation. machine driven automation and manual audience builder with unique data scoring to build & activate more profitable audiences at speed on your own properties or across the web.
    • Publisher monetisation for incremental revenue. Harness the power of machine driven audience intelligence & segmentation and rule-based delivery to activate 1st party audiences for the highest possible yields from the open market or through direct & PMP deals.

    This results in lower cost of ownership for the feature set with increased effectiveness from the integration where (for example) Carbon can identify high value site visitors, add them to an auto-updating audience which is then used for real-time retargeting across platforms such as Facebook and GAM.

    We also consider that the following differentiate Carbon:

    • Our people. Award winning data science, excellence in customer service and (as owned and operated publishers ourselves) an inbuilt drive to seek and solve industry challenges for the benefit of Publishers.
    • Constant Innovation. Including our high performance AdIQ unit, subscriptions audience modelling and our current focus on incorporating video revenue analytics.

    Check out more detail on why Carbon is better here:

Data collection

  • Can you collect contextual data?

    Yes. We automatically collect detailed first party contextual information without a need for manual labelling, though our system supports manual label override for specific circumstances. This includes categorisation into interest segments, detection of brands and demographic modelling and revenue attribution. Each of these are then processesed with a confidence or intent score based on the history of the profiles’ interactions. For instance, many of our demographic signals (including gender, age and income) are first party and as such we can give a demographic score to 100% of users.

  • Can you customize what contextual data is collected?

    Yes. We provide both automatic and manual classifiction of users to provide both reach and accuracy using our NLP/contextual modelling processes. Our ability to target audiences built on the classifications provided by the contextual data allow for both simple and complex targeting of users. This can be further expanded by utilizing our custom event system to provide unique data insights that can be used independently or combined within the existing contextual targeting system.

  • Do you use edge computing? Or cloud computing? Or something else?

    Yes. We use edge and cloud computing as well as dedicated physical servers as required to maintain real-time processing capabilities and user identity stability even in the event of a browser based change in policy in local storage throttling. We feel strongly that running Javascript on the user’s browser as the only and main source of operations creates significant exposure to policy changes and slow-downs in performance. As such, we store and process user data at the edge (browser level), and then utilize cloud and physical storage infrastructure to combine and process user data for action in both client side and server side contexts.

  • How does your technology allow us to future proof our data from future regulations on top of going cookieless?

    Carbon does not rely solely on edge based storage and processing, but instead distributes storage and processing capabilities across edge, cloud and physical resources to ensure performance as well as stability even in the event of browser based changes in policy. We’ve also built in privacy compliance at the core with a tag and processes that are validated by CMPs to ensure we abide by GDPR, CCPA, and other global regulations.

  • Can you collect behavioural/engagement data?

    Yes. We model your first party data into behavioral and engagement attributes that are considered part of user intent. We go a step further by scoring the relationship of the user to intent and brand based on variables such as recency, frequency and contextual characteristics such as purchase opportunity. We then layer in demographic and revenue data to better understand the audience and value of that audience based on real-time buy-side bid data.

  • Can you collect on all platforms, devices, and environments?

    We are not aware of any current browser/platform limitations (including AMP). We have solutions for normal sites that can use Javascript, platforms that dont allow Javascript and only pixels, and Google’s AMP product. From time to time new limitations will come up and we work to address these for our clients. Areas where we are aware there are limitations include: in-app and Facebook Instant Articles inventory.

  • Can you collect declared/zero party data (e.g. forms, surveys etc)?

    Yes. This can be done through custom events to enable targeting and reporting based on this data. Other use cases can be discussed with the support team. e.g. improving the quality of first party demographics using declared data.

  • Can you customize what type of data is collected?

    Yes. We can manually override classifications and also fire custom events and pixels to define audience data. We also work with clients to define and map inventory and classification structures as part of the deployment process, and will continuously adjust brand and content categories as new classifications present themselves. Likewise, our customer success team will work with clients to help define and implement custom audiences as required. Note that our system uses AI to create automatic audience profiles based on reach and value characteristics that are available at any time for activation.

  • How long does it take to process a user’s data?

    Carbon splits processing into two targeting mechanics:

    • Fast processing is done in seconds (typically less than 1,000 miliseconds) based on in-session user activity;
    • In-depth modelling is accomplished by layering brand detection and demographic data which requires hours of user activity to create a meaningful profiles.

    As such, creating real-time audiences needs to be balanced with audience quality and performance considerations. Our account management team can help determine the best balance of speed to accuracy for each unique publisher.

  • Can Carbon increase my first party data collection online and offline?

    Carbon’s automated 1st party data categorisation engine with custom integration opportunities, 1st party cookie implementation and key-value pair activation delivers high quality first party data collection and activation.

    Carbon’s automated categorisation engine captures high quality signals from every page seen and can be enhanced to capture additional page meta-data, engagement events such as scroll depth and page dwell, exit events such as ad click-outs as well as publisher-specific signals and custom integration with available offline and CRM data sources.

    As part of its Revenue Management Platform, Carbon also collects all pre-bid activity in real-time providing first party revenue performance data at impression, pageview, eCPM and total revenue level across all URLs, authors, content categories, UTMs, Ad units, referrers, bidders and any other meta-data available.

    Carbon can be deployed as both a 1st party and 3rd party cookie solution and also utilises local storage and browser cache accompanied with key-value pair audience targeting in the ad server to increase reach and targetability of Safari and similarly restrictive environments.

  • How can we use Carbon to collect more 1st party data?

    Carbon provides a number of tools & services to collect, improve and extend 1p data including:

    • 1st party cookie activation to extend the core audience reach
    • Data activation and source is always declared for full transparency
    • Apply higher categorisation quality tools to increase the granularity of the signals captured
    • Dedicated data science lead as part of Carbon’s client success team
    • Utilise revenue analytics to capture the value of site visitors in real time. Audience value is a unique 1p data signal that we can deliver as a platform that does more than a stand alone DMP
    • Custom tracking. Most events such as ‘logged in’, ‘ad clickers’, ‘forum contribution’ can be passed into Carbon as 1p data
    • Pixel insertion for email, advertisers or sponsors.
  • How does Carbon’s first party data categorization process work?

    Carbon automates the process of finding, mapping and optimizing page categories and data signals so publishers can easily identify and package audiences for the marketplace with efficiency. It’s important to state that we deal with contextual and semantic understanding as part of our IP. Carbon doesn’t need to work with third party contextual partners, or ask users to manually categorise pages whilst they are building rules. This is how we surface brand data for example.

    Carbon’s categorisation engine captures as much information as possible from the URL, page header and page content in order to place an event within Carbon’s taxonomy of over 5,000 intent scored segments. The stream of raw text data is first cleaned to remove structural elements, leaving a collection of words which are then scored based on their importance across multiple pages using TF-IDF and natural language techniques. These scored keywords are then transformed into numerical vectors using K Nearest Neighbour and a supervised classification method with word similarity calculated from the distance metric between two such vectors in order to place a keyword within the Carbon taxonomy.

    NB: Keywords are retained within Carbon and can be utilised for audience targeting in additional to segment/taxonomy based targeting if required.

  • What would be your data collection strategy for a publisher that has limited first party data at present?

    First party data collection falls into two workstreams:

    • Collecting all available existing data
    • Generating new relevant first party data

    Beyond the technical solutions outlined in the FAQs above, our client success team would then be in a position to share our industry expertise on data generation. Carbon owns and operates sites such as, and – so we have operational experience that few, if any of our competitors can draw from. Our team will work with you on a first party data activation plan to explore areas such as:

    • Subscription modelling and increasing engagement
    • Levers to demonstrate engagement in ads and content
    • Custom algorithms for fan/team activity
    • Ecommerce and transactional data

Identity management

  • Can you resolve multiple IDs to one ID without use of cookies?

    Yes. We have our own identifier that is stored in both local storage and 1st and 3rd party cookies enabling us to target 100% of your audience. We’re then able to assign 3rd party IDs back to the Carbon identifier. By storing the user ID in 3 different locations, we have the ability to consolidate user data either in the cloud or our physical storage systems. This also helps secure long-term stability of the user identity in event of a change in browser data storage policy.

  • How does Carbon address a cookie-less future?

    Carbon is well placed to rapidly adopt the one/few solutions that the industry will evolve to in order to support the digital marketing ecosystem as we have done previously as the Consent Management Platform marketplace established itself.

    Our first party solution is already cookieless, our data science team are building modelling tools for performance/targeting without dependance on 3rd party cookies/data and our technology team are also pursuing our own patent pending technology for using an identifier to target micro cohort segments of a group of users.

    A unified identity which navigates evolving privacy requirements remains an industry challenge and we’re closely monitoring a number of the evolving approaches, including Google’s Privacy Sandbox, unified ID providers such as LiveRamp and the Trade Desk, decentralised “silo match” mechanisms such as Infosum, and many others.

  • How does the Carbon platform adapt to the ecosystem without cookies?

    Carbon can already operate without requiring the use of 3rd party cookies by deploying 1st party Carbon cookies and utilising local storage and browser cache for persistence. Where sufficient data is available, our data science team will also work to model key demographic signals for targeting based on 1st party data alone.

    We do not intend to solve the industry identity challenge ourselves, instead choosing to partner with several of the leading unified identity providers currently emerging as our belief is that the industry will settle on a small pool of 5-6 identity providers.

    We also have Patent Pending technology applications for non-cookie based Systems and Methods for real-time optimization of advertisement placements on a webpage [Patent reference US20200211050A1] along with real-time revenue and cost attribution [Patent reference US20200211063A1].

Data Privacy & Compliance

  • How does Carbon maintain data privacy & compliance standards?

    Carbon infrastructure sits across client side and browser (edge), cloud (AWS and Azure), and dedicated physical servers; and maintains ISO 9001 (Quality Management Systems) and ISO 27001 (Information Security Management Systems) certifications.

    Carbon is also a member of both the iab Transparency and Consent Framework and the self-regulatory Network Advertising Initiative in the USA.

Data insights & analytics

  • Can I compare segments against each other and against 3rd party data?

    Yes. We have the ability to drill into audiences and their specific make up through a cohort report that breaks down audience into demographic characteristics such as interests, brands, etc. We also have the ability to compare first party segments vs 3rd party segments in the dashboard.

  • Can I see segment performance by campaign?

    Yes. Carbon provides a number of ways to measure segment performance. First, Carbon integrates revenue reporting directly in the platform, enabling clients to see performance based on contextual, user and demographics characteristics. Secondly, clients are able to track performance by reporting on defined segments in their ad server.

  • Can I see what editorial content my segments are consuming?

    Yes. Carbon is unique in that by linking audience, context and revenue data we provide clients the ablity to easily report editorial and content engagement along with associated revenue performance. This includes granularity of editorial performance and content attribution.

  • How often does this data powering Carbon’s dashboard reporting refresh?

    Carbon manages several integrated data channels. For Revenue analytics, Carbon ingests and reports data in near real-time – within seconds. For Audience analytics data (including demographic, brand, intent and other related data) Carbon consolidates and calculates this data on a daily basis.

  • Does Carbon provide greater insight into current audiences for sales collateral?

    Carbons provides several tightly integrated features which allow publishers to understand their audience composition at an audience level as well as cross-network or down to site level. Our automated page categorisation engine delivers high quality, granular, intent scored first party data which is combined with data science curated 3rd party data allowing publishers to know the demographic and intent makeup of any audience.

    Carbon cohort reports allow further interrogation, drilling down to useful insights such as social referer should you want to know more about your Facebook audience, for instance.

    Carbon’s data science driven algorithms will automatically surface powerful audiences based on engagement (fans, regular or frequent engagement), value (utilising Carbon’s revenue analytics to target the top % audience based on their pre-bid value) and tech adoption (who’s using the latest device), which are then ready for immediate activation and auto updating. Additionally, we can work alongside publishers to help model high-quality lookalike audiences for additional reach, as well as deliver profiling audiences targeting potential subscribers for example.

  • Does Carbon provide a prebid analytics view?

    Yes. Our detailed real-time revenue analytics include detailed real-time prebid revenue analytics for publisher revenue optimisation.

  • Does Carbon provide real-time revenue analytics?

    A key component of the Carbon Revenue Management platform is its real-time revenue analytics platform which would allows publishers to:

    • Understand the value of their users. Instant access to the analytics that indicate which users, content type, URLs, referral sources, ad units, UTMs and demand sources are driving revenue and eCPM; allowing publishers to re-target high value users and find lookalikes.
    • Improve their monetization strategy. Track all revenue events on a micro level to make informed decisions about demand partners, acquisition campaigns, editorial calendar, content distribution, and more.
    • Discover which content attracts premium advertisers. Page-level data to measure the eCPM and revenue value of the audience that engages with specific content as well as identify authors and content types that are most valuable.
    • Yield management. Understand bidder level performance, who drives the auctions, who wins and how quickly to manage strategies such as setting floor limits.

Audience segmentation

  • Can you create segments with frequency and or time/recency?

    We use signals like recency, frequency, page source, engagement, etc to create scores for different signals that can be selected on audience creation, including intent, brand affinity and demographic confidences. We find this is a simpler and more effective way to balance the quality and reach of an audience. There is currently no way for a user themselves to just select frequency. However this can be done by the support team for users where required.

  • Can I create segments based on who clicked or viewed a campaign?

    Yes. This type of information can be tracked and targeted through either custom events or urls. If a campaign uses certain urls for each stage users can target on these. You can also create a pixel to trigger on an event of your choosing, that can then be targeted.

  • Can I create segments with third party data?

    Yes. Carbon treats 1st and 3rd party data as targetable for audience segment creation, operating under the same integrated privacy standards.

  • How long does it take to get an accurate audience size estimate?

    When building an audience a reach estimate is provided automatically and in near real time (<300ms) as you add and remove filters. This tends to be accurate to well within 10% in most cases (though due to sampling error will occasionaly be outside this range). When you build an audience it will normally complete and return the accurate number for the time period selected within 30s but this can take a few minutes depending on the complexity and size of the query and load on the system.

  • What is the best practise for seed groups and how does Carbon keep this relevant?

    A seed group needs to be sufficiently representative and distributed in order to be effective and we use our data science scoring in terms of high confidence demographics (weighted, aggregated signals over time rather than individual demographic signals) and/or highly scored intent or brand signals. As site and audience composition varies over time, ongoing performance monitoring of lookalike or other modelled audiences is essential in order to identify when to re-model the seed group.

Audience activation

  • Is Carbon connected to DSPs?

    Carbon is integrated with a number of DSPs in order to compliantly sell and leverage audience data for better external demand targeting.

  • Is Carbon connected to SSPs?

    Yes. We integrate with SSPs in a number of ways. Firstly, our partner SSP – SmartRTB – performs 1st party data/audience targeting through programmatic channels. Secondly, Carbon revenue analytics ties into prebid to pull revenue attribution for every impression which can be used for bid optimization, performance management and subscription modelling. Finally, our managed tag system, AdIQ, is designed to ingest SSP bid data for programmatic optimization and dynamic performance management using rule based serving parameters.

  • Is Carbon connected to social platforms?

    Yes. We have the ability to create campaigns in Facebook using carbon custom audiences based on Carbon audience segments through Facebook pixel integration. We can also target audiences on a range of other platforms including the likes of Snap and Twitter.

  • How long does it take to send segments to partner platforms?

    Data processing restrictions are typically on the partner-side based on external processing schedules. Carbon is able to push data as required and can potentially do so in real-time based on partner integration mechanics. As an example, GAM/SMARTAD Server – on the page the targeting is applied to the adserver without need of audience sync or reliance that way. So as soon as a device profile is added to the audience and targetable it is targeted at the GAM/SMARTAD server level. Likewise, Facebook pixel users can be sent instantly. Meanwhile, partners like Lotame have a daily batch schedue that governs processing times.

  • Does Carbon provide an intuitive and easy to use UI?

    Yes. We feel strongly that our UI and UX are a significant point of differentiation relative to competitors. The Carbon SaaS platform is built on two key promises: 1) Make data easy to access and 2) Make data actionable. Because our platform consolidates previously siloed data such as Audience, Context and Revenue, we provide a holistic picture that our UI makes easy to access and structure for decision making.

    Our analytics data links directly to our audience platform, allowing the client to create audience segments directly from trending demographic and contextual insights, and likewise, to automatically create sales sheets featuring demographic and contextual data against custom created audience segments, making sales operations smoother and easier. Similarly, our real-time engine provides instant revenue insights and the ability to measure your revenue channel performance in real-time.

    Carbon’s AI automatically creates audience segments based on trends the system sees across your inventory, enabling for easier audience planning and execution. Additionally, we find that having editorial performance data in a single platform allows the revenue, operations and editorial team to hav a common language in terms of performance on audience and inventory variables, which results in a more seamless relationship between internal teams.

  • Can Carbon activate against a range of intent based audiences across different platforms?

    Carbons easy to use platform allows all data points to be actionable. With a click of a button you are able to activate your custom audience in your preferred platform for targeting. One of Carbons core design principles is to “make every data point actionable” and we make activation of any audiences as seamless as possible as either real-time (key-value pair activation in the AdServer) or Server-to-server where required.

    Carbon supports activation across a wide range of all frequently utilised publisher platforms including GAM and Facebook.

    Audiences can be delivered as either a one-off, fixed time range or a rolling audience which is continually updated to ensure that the freshest audience is constantly targeted.

  • What third party opportunities does Carbon offer?

    Carbon has third party data relationships with most major vendors, including Nielsen (Exelate) and Bluekai (Oracle Data Cloud) and several large publishing networks. Our commercial model includes data from those vendors to augment our own profiling, offering a feature set that typically publishers pay extra for from a vendor such as Quantcast.

    More broadly, whilst some DMPs have stated that they will not be participating in the third party data ecosystem, we will remain active in this space for as long as it is compliant and ethical. It is reasonable to argue that overall this space will see transformational change towards the end of 2021 – our commitment to you is that where there is relevant and compliant third party data available, we will make that available to our clients.

    Our current solution is called ‘Curated Audiences’ where our first party profiling is supported by almost 60 individual 3rd party signals with the most commonly used being surfaced as part of the Audience insights dashboard. A further 1,800 Intent based segments are seamlessly available through Carbon’s Intent taxonomy and a wider pool of over 8,500 signals are available for activation when needed. All of this data is then aggregated into dynamic, personalised audience cohorts, removing all the technical and operational work from sales teams to allow them to just focus on meeting advertisers’ expectations.

  • How does Carbon work across social media?

    Carbon adds value to publisher’s social media activity in three key areas:

    • Carbon is able to deliver real-time audience signals into Facebook, Twitter and Snapchat for publishers to target as part of an audience development campaign to extend reach for an advertiser, or to reach subscribers or potential subscribers for instance.
    • Carbon can capture the UTM for any referred traffic that lands on your site which can then be used for audience composition, and more specifically to power custom parameters based on the declared data you have purchased from the referring channel.
    • Social as a traffic source can be measured for revenue (and profitability/ROI) in real time thanks to our breadth of features beyond the DMP capabilities.


  • What monetisation options does Carbon offer?

    Carbon’s ever-evolving Yield+ tools are designed and optimised to deliver incremental revenue for publishers on the open exchange as well as direct partners. Carbon enables direct real-time audience monetization, has a bult-in data driven and rule based yield optimization engine, access to direct demand through our integrated SSP offering, and also has a data and search monetization offering integrated into the solution.

    • AdIQ. Our managed performance tag function that utilizes Carbon data and contextual insights to optimize existing demand.
    • SuperTag SSP. Our super unit – built on prebid – brings direct programmatic monetization by combining multi-format demand into a single unified header bid tag.
    • Data Sales. Carbon offers clients the ability to offer audience data for sale to our data partners in a compliant manner. Categorisation and augmentation of anonymous signals and delivery into the primary online data marketplaces used for targeting (including Captify, Oracle BlueKai and Nielsen eXelate).
    • Search monetization. Carbon, through a long standing relationship with Verizon/Yahoo search, has the option to help clients monetize their search traffic.
    • Direct partner optimization, dynamic and static flooring and pricing efforts.

    All options are quick to deploy and have minimal or no impact to the on-page experience.

    Note: Carbon is a code contributing member of Prebid and is active in helping define and work with Prebid monetization methods such as dynamic floors, and audience driven targeting

  • Does Carbon offer third party datastore monetisation?

    Yes. Carbon has the ability to provide access to 3rd party data that meets your regional CMP permissions and privacy standards. Carbon is also able to facilitate the sale of data offered into the Carbon data marketplace. Note that Carbon is built on a fully compliant privacy framework. As a contributing member to the IAB’s TCF and the NAI, Carbon maintains certified GDPR, CCPA, and TCF compliance, ensuring current and future privacy standards. Carbon goes a step further, and is built on a secure cloud infrastructure, combined with dedicated server facilities – all governed and annually audited through Business Processes (ISO9001) and Information Security Standards (ISO27001).

  • How does Carbon drive up CPMs, particularly on non cookie limited environments such as Safari mobile traffic?

    Utilising 1st party cookies, combined with local storage, browser cache and key-value pair targeting allows us to access increased reach and performance (within defined bounds) across Safari and similarly constrained ecosystems. Carbon’s automated, high quality categorisation delivers accurately targeted audiences which have been proven to deliver higher performance by current clients as a result of being well tuned to the audience. CTRs are improved, engagement increases and performance for the end advertiser also increases, helping cement a stronger publisher relationship. Carbon also makes available a variety of data science driven, automated audiences for higher performance focusing on high engagement with sites and content.

  • Why would AdIQ delivery better revenue than our current ad units?

    An AdIQ unit is deployed to either supplement or replace one traditional unit and is not used to replace all units. It uses a configurable rules engine to decide between either showing or collapsing to allow the standard ad unit to show based upon a variety of rules (typically driven by the value of a visitor as measured from the prebid auction stats). As a result the AdIQ unit represents an audience which is consistently high value and limited supply which results in the bidders increasing their CPMs. Although this is the most common setup for the AdIQ unit, it can also be configured for a wide range of other scenarios including: – Highly unique audiences – Audiences that engage beyond a defined page depth which would be an identifier for true fans (at which point AdIQ could fire a Facebook audience pixel to then allow specific fan-based retargeting, for instance). Please refer to the recent Fark case study as a real-world performance example:

  • How can Carbon help a publisher when building out an internal ecommerce strategy?

    There are multiple ways that Carbon can help with a publisher’s ecommerce strategy: – Carbon’s scored Intent signals utilising 3rd party data can identify “in market” audiences which can be delivered into your own sites as well as Facebook and other platforms for real-time targeting. – Combining Carbon signals such as wealth, with 1p data such as intent and brand affinity will allow for hyper targeting resulting in increased performance. – Pixel users which convert/transact on Facebook or other platforms to allow Carbon to create lookalike conversion based audiences for targeting. – If conversion happens on a publisher’s site, Carbon could capture a basket abandonment audience and deliver that back to Facebook for retargeting, for instance. – Carbon demographics/cohort analysis of targeted vs transacted audiences would provide insights for improved targeting/conversion. – Revenue reporting can be integrated into our revenue analytics for a fully coherent view of customer value across the display and transactional elements of the business.

Platform functionality

  • Is there lookalike modelling?

    Yes. Your client success team and data science team can work with you to define a lookalike audience that matches your targeting and reach objectives.

  • Can Carbon do retargeting?

    Yes, Carbon supports retargeting through our custom event pixels or by creating audiences that target specific URL visits.

  • Does Carbon help build a taxonomy?

    At Carbon we’ve built our own taxonomy which we believe to be the broadest and deepest in the industry with 5,000+ nodes. Our proprietary, automated categorisation engine delivers high quality signals from each page that Carbon “sees” and we’re always enhancing Carbon’s taxonomy where we find opportunities to do so.

    Furthermore we add weighting to our signals with intent scores – from 0-100% – so we can go beyond just “interest” or “intent” using our algorithms to enable publishers to balance scale vs performance when scoping audiences

    In addition to traditional taxonomy based targeting, Carbon also captures more granular contextual data, allowing keyword targeting and brand affinity based audiences to be created. Custom integration work included as part of our onboarding process also provides the opportunity to capture page metadata and integrate with other offline sources to augment the Carbon profiles.

  • How does Carbon’s infrastructure differ from the likes of Nielsen’s?

    Carbon operates an entirely different next-generation infrastructure from Nielsen that’s optimised for extreme performance and scalability allowing us to deliver a significantly great set of capabilities and benefits for a lower price. We retain a strategic data partnership with Nielsen which allows us to make available any of their 3rd party data within Carbon and although we originally leveraged their audience delivery mechanism, Carbon clients now prefer the speed of delivery they achieve from Carbon’s direct, real-time integrations with GAM for example. Carbon’s unique infrastructure is a secure hybrid of Amazon AWS and Microsoft Azure cloud platforms combined with a bespoke, private bare-metal cloud allowing Carbon to deliver these differentiated features (above and beyond the current Nielsen capabilities that we’re aware of):

    • True real-time pre-bid revenue insights across display and video (coming soon), allowing publishers to utilise Carbon’s AdIQ unit for higher revenue performance, re-target high-value users and/or customise the on-page experience for higher engagement.
    • High accuracy and quality of 1st party data capture through Carbon’s automated categorisation into our 4x more detailed taxonomy and brand hierarchy.
    • Behavioural intent scoring across first and third party data, elevating the quality of the “raw” signals for improved campaign CTRs.
    • Subscription audience modelling and highly-engaged fan communities modelled by our award winning data science.

Customer support

  • Do I get a dedicated support team during implementation and post implementation?

    Yes, you will be assigned an account lead to coordinate deployment efforts, and post deployment support. Post deployment support includes working with you on execution strategy, and any custom efforts that may be required. Through your account lead, you will be able to access data science, revenue, operational and technical resources to address support and custom development requirements. We are confident that our support services and operational felxibility are considered a strength of the company. You will be provided a dedicated account manager, and that individual will craft a deployment and post-deployment plan that aligns to your operational and revenue strategy. They will coordinate internal resources on your behalf, track performance, and provide consultative guidance from go live through steady state operation.

  • What is Carbon’s onboarding and deployment methodology?

    Carbon aim to work in close partnership with our publisher clients in order to align with and support your commercial goals. Onboarding & deployment support includes:

    • Tag deployment support, including line items map for prebid activity
    • Walkthroughs & training, including demos, logins and training for all that require it
    • KPI Setting, targets, audience requests, etc
    • Weekly calls, to provide optimisation suggestions & data science assistance and analysis
    • Quarterly Reviews, to go through KPI results, quarterly road mapping, etc.

    We also focus on innovation with our SaaS clients, helping to consolidate the capabilities of multiple platforms into a single integrated revenue management environment.

  • How will Carbon assist with the initial set up and creating a taxonomy?

    Carbon’s automated categorisation engine and existing 5,000+ node Intent and Brand taxonomies manages the majority of the work required to create and populate an initial taxonomy. The Carbon client success team would work closely with you to utilise Carbon tools to bring more granularity to the categorisation, review and extend/re-organise the taxonomy if appropriate and work with our data science team to help surface any particularly valuable modelled segments.


  • Does Carbon normally ask a minimum yearly commitment? If so, how many years?

    Carbon RMP platform is typically considered an integral part of a publishers data, analytics and revenue stack, and as such longer term agreements are mutually beneficial to commit to co-development and operational stability. Carbon will discount based on longer term contract commitments, but does not demand contractual terms beyond one (1) year. Typical agreements are structured for 2 year terms.

  • What does the core DMP product cost per year?

    Carbon prices our entire RMP solution, including the DMP, Analytics, and Revenue reporting function, along with access to 3rd party demographic data and revenue tools (AdIQ and SSP functionality) with a one-time deployment fee and an ongoing monthly SaaS fee. SaaS fees are calculated based on the data processing requirement placed on our system, and based on total monthly page view volume and the number of individual domains. We do have the ability to augment a portion of the SaaS fee with a more flexible revenue share model based on our AdIQ and SSP offerings.

  • Do you have products that are add ons for a cost? If so which ones and how much?

    There are currently no additional add-on modules priced independently with Carbon. We do anticipate offering 3rd party data in the future on an a la-carte cost basis when permitted, but currently such data is included in our standard fee for demographic and targeting purposes. Custom development work may be charged for if the effort or feature is unique to the client.

Carbon is now part of Magnite.