Quintesse Launches Advanced Contextual Intelligence Platform to Meet Market Demand For Pro-Privacy Targeting Solutions
Rooted in Proven, Patented Contextual Technology Adopted by Some of the World’s Greatest Brands, Quintesse Advances Brand Safety, Suitability and Contextual Targeting for Brands, Agencies, and Publishers
With 13 patents from 20 years of contextual technology development, Quintesse has launched as an advanced contextual intelligence platform to meet the accelerating market demand for pro-privacy targeting solutions. As a new business from Vibrant Media, Quintesse provides brands and agencies complete transparency into the contextual suitability and safety of their campaigns and customized targeting tools to optimize and scale without the need for third-party data. For publishers, Quintesse helps increase monetization opportunities by exposing high-value, cookie-free media inventory.
With the implementation of GDPR, CCPA, and other regulatory frameworks, and the phasing out of third-party cookies, Quintesse enters the projected $412 billion market by 2025, during a time when organizations are navigating new data privacy policies to connect with audiences.
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“A new era of privacy legislation is forcing the advertising industry to pursue alternatives to third-party cookies as the primary method of targeting audiences,” said Doug Stevenson, CEO and co-founder. “Google’s decision to phase out third-party cookies in Chrome will accelerate the move towards cookieless browsing. The market is shifting towards contextual targeting offerings such as Quintesse, which provides contextual intelligence for precise targeting regardless of the availability of audience data.”
Recently, Quintesse identified for a client in the pharmaceutical sector that the organization had 24% of its impressions appear in unsafe environments and 64% of the brand’s inventory used to deliver the campaign was within irrelevant web content. In addition, for a financial technology company, Quintesse revealed 99.8% of the inventory used to deliver the campaign was placed in non-relevant content areas.
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“Brands are currently vulnerable to ad placements within unrelated and potentially harmful media environments,” added Stevenson. “Through Quintesse, we saw a great opportunity to go beyond the blunt brand-safety tools on the market and provide ways to tackle new challenges being faced with user-generated content and wasted impressions through ‘false positives’.”
Quintesse utilizes natural language processing (NLP) and curated machine learning for the most comprehensive contextualization of web pages, protecting brands from unsuitable content and unlocking valuable media inventory to drive real ROI.
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