Semcasting, creators of the patented IP, location and device-targeting Smart Zones® technology, today announced the addition of sophisticated contextual insights into AudienceDesigner (ADS) Data Center through an integration with Advanced Contextual.
“Integrating the Advanced Contextual targeting capabilities into the ADS Data Center reinforces our positioning as a self-serve, one-stop-shop for identity and marketing data,” said Ray Kingman, founder and CEO of Semcasting. “Brands want an answer to the cookie-free identity question, and they also want to be able to create alignment between their CRM audiences and the media they engage with. ADS uniquely addresses the post-cookie identity issue and Advance Contextual provides terrific on demand media alignment.”
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With this partnership, the Advanced Contextual data will be available within the ADS Data Center for brands to further segment first-party data and build tailored audiences with advanced contextual targeting to the topic, keyword and at the page level. The integration also allows marketers to build and activate search engine optimization (SEO) for domain-specific campaigns based on keywords, topics, entities and mindsets.
The Semcasting ADS platform onboards marketers’ first-party data at a much quicker speed with higher match rates than the current industry standard in ID resolution. The ADS platform has an average match rate of 85% in most cases. Time to market is between two hours and the same day. This favorably compared to processes that take three to five days for an average 40% match. With ADS, marketers maintain control and protection over their consumers’ data since every user on every platform has their own unique ID for each use.
“The higher match rates, speed to market, complete data ownership and segment design flexibility, all in the great identity and privacy management platform, puts Semcasting customers in a powerful spot,” said Dave Hills, CEO of Advanced Contextual. “We’re especially thrilled to bring powering granular advanced contextual audience targeting to ADS and to bring a new solution to marketers based on our highly scalable platform and data approach.”
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With the advanced contextual capabilities of Advanced Contextual within ADS Data Center, brands can further segment their first-party data audiences based on proprietary contextual signals that include keyworks, topics, entities and mindsets all at the article/video page level. Advanced Contextual offers a scalable and precise signal, based on real-time content consumption, that indicates current consumer intent.
Industry standards for onboarding and audience targeting are potentially at risk with the demise of the third-party cookie. Increased privacy regulation, user choice, the deprecation of the 3rd Party ID and the Apple device ID will clearly change the landscape of audience targeting. Audience Designer with Contextual targeting solves for both the activation and attribution challenges that will arise as part of this industry shift.
Through this partnership, Semcasting ADS users will have access to 700 standard segments from Advanced Contextual that are linked to onboarded CRM audiences or selection.
The integration of Advanced Contextual into cookie-free ADS Data Center, empowers Semcasting customers to further personalize their advertising based on contextual categories to only reach targeted audiences on topic-specific articles, based on keywords or even down to the specific domains.
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