Classic Targets

Classic Targets

Classic

Along with Custom Targets, Semasio also offers media agencies, advertisers and publishers the opportunity to reach Classic Targets (Interests, Socio-Demographics, Purchase Intents) – individually or in combination.

The Semasio Classic Targets are addressed to all those who offer or perform data-driven marketing and already know what audiences they want to reach. The high-reach segments can be used directly without further ado and time investment. They cover all relevant target groups from the three areas of Interests, Socio-Demographics and Purchase Intents.

All Classic Targets are readily available via the Semasio DSP and leading third party DSPs, e.g. Google DBM, MediaMath and Adform, as well as leading DMPs, e.g. Eyeota, Exelate.

Catalogue Classic Targets

Interest Targets

Interest Targets

Target groups divided according to intensive, topic-centered surfing behavior

Conventional methods of creating Interest Targets only consider a binary membership of users: either the user is in target or not. This is determined by the frequency and recency with which the user has visited pages categorized as being about the specific topic. Therefore, it does not capture the dynamics and complexity of true human interests.

A Semasio user profile is a large, weighted keyword cloud of the most important terms and phrases in the internet pages consumed by each user. When a new Interest Target is built, a large, weighted keyword cloud is also created for the desired target. This happens by feeding the Semasio Targeting Technology with good examples of sites, channels and pages that reflect the desired interest. The system then extracts a weighted keyword from the cloud based on specific examples. This is the semantic core of the desired Interest Target. In a second step, the targeting technology identifies congruencies between the keyword cloud of each user in the Semasio profile database and the semantic core. The degree of congruency is the affinity level of the user towards the interest. Accuracy and reach can therefore be managed flexibly as needed. As the good examples change constantly to reflect the dynamics of real, human interests, so does the Interest Target change to ensure it is always as up-to-date and as relevant as possible.

Advantages of the semantic targeting method for accurate Interest Targets with high reach

  • More in-depth information on users owing to category-free, semantic user profiling and Interest Target definitions.
  • Individual affinity level calculation per user towards the target - no purely binary “in or out” target group membership.
  • Market leader concerning reach.
  • All Interest Targets are readily available in the Semasio DSP and the leading third party DSPs, e.g. Google DBM, MediaMath, Adform, and the leading DMPs, e.g. Eyeota, Exelate.
  • Interest Targets are readily combinable with other Semasio and third party targets.

Catalogue Interest Targets

Socio-Demographic Targets

Socio- Demographic Targets

Maximum quality reach for all socio-demographic features

Often, there is insufficient factual data available on socio-demographic attributes to achieve the reach desired by advertisers. Semasio achieves maximum reach for socio-demographic attributes through Semantic Twinning: hard registration data are sourced from high-quality partners based on a sample of the user population, and these attributes are then extrapolated to the rest of the population based on semantic similarity in user behaviour. Traditional methods are restricted to understanding this behaviour through pre-defined categories with which consumed pages are associated. However, it is important for the accuracy and quality of the extrapolation that the complexity and dynamics of surfing behaviour is considered in its entirety. It is precisely these finer points that the Semasio Semantic Twinning method takes into account.

For example:

There are 100.000 users with acquired registration data for the socio-demographic attributes female, age 30–39, high income. In addition, these profiles are part of the Semasio user profile database. Thus a large, weighted keyword cloud exists in our database for these users, containing the most important terms and phrases of the internet pages that have been visited by each user. Analysing the keyword clouds of the users with hard registration data, the Semasio Targeting Technology identifies what they have in common that differentiates them from the rest of the user population. This produces a Semantic Model, which is then deployed to the rest of the user profile population. The fit between the Semantic Model and the individual user profile is the affinity level of the user towards these particular socio-demographic attributes. The Semantic Model controlling the extrapolation of these socio-demographic attributes is constantly updated ensuring the highest possible precision for your Socio-Demographic Target.

Advantages of the semantic targeting method for accurate Socio-Demographic Targets with maximum reach

  • Current and hard registration data of reputable providers; data is not collected through questionnaires.
  • Semantic Twinning method: maximum accuracy and reach by considering the complexity and dynamics of the user’s surfing behaviour.

  • Market leader concerning reach.
  • All Socio-Demographic Targets are readily available in the Semasio DSP and the leading third party DSPs, e.g. Google DBM, MediaMath, Adform, and the leading DMPs, e.g. Eyeota, Exelate.
  • Socio-Demographic Targets are easily combinable with other Semasio or third-party targets.

Catalogue Socio-Demographic Targets

Purchase Intent Targets

Purchase Intents

Target groups divided 1:1 according to purchase intent shown

All Purchase Intent Targets are derived 1:1 from the surfing behaviour displayed by each user. This might be their shopping baskets, as well as their precise interaction with a special product category on one or more websites like price comparison engines or classifieds. For our Purchase Intent Targets no modelling takes place. Therefore, the quality of these targets is extremely high. The reach can always be extended by means of the Semasio Semantic Twinning method upon your request.

For example:

There are 860,000 unique user profiles for the Purchase Intent “sporting goods”. These profiles also form part of the Semasio user profile database. Therefore, there are large, weighted keyword clouds also in our database for these users, containing the most important terms and phrases of the internet pages that have been visited by these particular users. Analysing the keyword clouds of the users that belong to the Purchase Intent Target, the Semasio Targeting Technology identifies what these users have in common that differentiates them from the rest of the user population. This generates a Semantic Model, which is then deployed to the rest of the user profile population. The fit between the Semantic Model and the individual user profile is the affinity level of the user towards this particular Purchase Intent. Accuracy and reach can therefore be managed flexibly as required. The Semantic Model is constantly updated which ensures that your Purchase Intent reach extension is as up-to-date as possible.

Advantages of the semantic targeting method for accurate Purchase Intent Targets with maximum reach

  • Current and clear Purchase Intent - no modeling takes place before you explicit request it
.
  • High-quality reach extension with the Semantic Twinning method considers the complexity and dynamics of users’ surfing behaviour.
  • Market leader concerning reach.
  • All Purchase Intent Targets are readily available in the Semasio DSP and the leading third party DSPs, e.g. Google DBM, MediaMath, Adform, and the leading DMPs, e.g. Eyeota, Exelate.
  • Easily combinable with other Semasio or third-party targets.

Catalogue Purchase Intent Targets

Catalogue Purchase Intent Targets UK