English to Russian Tech/Engineering IT (Information Technology)

Hi,

Any ideas how to localize Audience selling to Russian.

Here is some context for term in scope.

Even better, the performance and engagement of those audiences will be far superior to demand side audiences due to brand, timing & context. Simply, as all media becomes performance, publishers can thrive since they have better data, more ways to slice it and easier optimization.

How do I know? Look at Search. It operates from the same dynamic that publisher audience selling will.

In Search, marketers first create segments based on the actions of the audience (in this case keyword queries). Only then do they match ads and landing pages relevant to the segment created. This is a much more effective practice than Display where the marketer first creates an ad then they tries to find an audience across the web that might respond. The starting point is what is critical and therein lies an insurmountable edge for publishers segments and audience selling. Starting with the ad is a strategic legacy of old media. Performance here is akin to finding needles in haystacks. Starting with people’s interests or intent is the unique advantage of a user-controlled medium. It is akin to shooting monkeys in a barrel.

Thanks for your help in advance!