The problems with pre-categorization.
For more than a decade the industry has been based on the pre-categorization of pages for targeting them individually or building user profiles based on their visitors. This may seem like a sensible and harmless exercise, but in reality it is very far from it. Let us show you why!
The problems with pre-categorization. Associating a page with a category is problematic for three reasons:
It’s subjective – people who don’t know what you’re trying to achieve created some set of categories, which is just one, limited way of seeing the world
It’s static – that set doesn’t change with nearly the velocity the world of internet content does
It’s reductive – the semantic richness of the page is ‘hammered flat’ into one category destroying the vast majority of this richness
As an off-the-shelf audience, it provides no competitive advantage. You are targeting users outside your desired audience. Worse, your competitors are targeting them, too!
It’s quantity disguised as quality – you’re selling prefabricated wooden homes to someone looking to buy home insurance.
Instead of using a simple category to extract the ‘essence’ of a page, we semantically analyze the relevant content to identify the most significant words. These are then integrated into the user’s Semantic Behavioral Profile.jump to animation
The segment consists of users who have visited pages arbitrarily assigned with the category, “home buyer”.
It may also pull from tangentially related groups, terms, and segments – but you won’t be able to see these criteria.
It’s a generic segment intended for any campaign related to home buying.
As an off-the-shelf segment, it provides no competitive advantage. You could be paying a premium for the exact same segment as your direct competition!
Ultimately, it’s quantity disguised as quality. You’re selling pre-fabricated wooden homes – you don’t want to target someone looking to refinance her mortgage.
We pull from the same event data, so the pool of users remains the same, however the targeting is exponentially more detailed. We can build a segment based on close affinity to the terms which are unique to the campaign.jump to animation