TotalContext is the first platform to provide Adwords and Bing advertisers the ability to segment audiences in their campaigns. Advertisers can now bid audiences according to value with ad creatives tailored to individual audiences. A superior ad position is achieved for high converting audiences and advertisers no longer overpay for low onverting traffic. Under the TotalContext model a particular keyword no longer has a single price but multiple prices based on the value a particular audience segment represents. “Cars For Sale” now has a different price in Beverley Hills then it does in South Central LA. This differentiation has a profound effect on campaign performance. We aren’t just moving the needle by single digits; we’ve improved key metrics by over 100%.