Exclusive contextual segments from hyScore are available in the Active Agent DSP’s Contextual Marketplace. With the help of hyScore Advanced Contextual Technology (hyScore ACT), the advertising message is delivered exclusively in article environments and topic areas defined by you.
Here, the artificial intelligence-based hyScore ACT identifies and weights relevant page content such as phrases, keywords, categories and sentiment in real time. Based on this data, hyScore creates exclusive Contextual Segments for Active Agent, which are extremely granular and offer the possibility to occupy even very detailed topic areas – and all this without any cookie reference or consent.
To start with, hyScore provides more than 100 categories and sub-categories in the Marketplace, which can also be linked to each other. Over time we’ll add other exciting contextual segments to the selection. If you miss a specific topic we can add it within the same day. Just talk to us or get in touch with your Active Agent contact person.
Special attention should be paid to the special segments, such as “Daily news -> EM2021”, which, like all hyScore segments, are dynamic and continuously renewed several times during the day.
You can find the contextual segments in your Actice Agent Account at Line Item > Targeting > Contextual
In addition, it is possible for Active Agent clients to let create and link individually tailored Contextual Segments for a specific campaign or brand client via hyScore directly in their DSP seat.
Just talk to us. Fill out the contact form or write an email to email@example.com. We’re happy to consult and assist you.
A platform enabling advertisers to package supply across sellers and bundle it with contextual data
hyScore, the contextual targeting technology company has partnered with Xandr Curate, AT&T’s advanced advertising marketplace, to offer semantic programmatic advertising campaigns to customers using Xandr’s DSP and Curate. Advertisers can now enable cookie-less targeted advertising through data-layered curated deals across multi-seller inventory in Xandr’s marketplace.
This partnership is a significant and timely boost for advertisers, providing a proven way to do targeted advertising with ease at a time when most options will be restricted given the recent Google announcement. Through Curate, agencies and brands will be able to execute contextual targeting campaigns without cookies, restricted data and tracking. hyScore’s Advanced Contextual Targeting (ACT) segments can also be accessed through any major DSP, allowing brands to target the most relevant audiences whilst giving end-users a positive ad experience.
Additionally, as more inventory moves from direct channels to programmatic channels, buyers are moving from buying on the open exchange to private marketplaces or “deals” as they are looking for safer ways to buy and have better access to premium inventory.
hyScore’s technology goes beyond keyword targeting and categorization. By combining additional NLP analysis such as sentiment, emotion and semantic matching together with constant campaign optimization, we are able to generate 50-400% higher performance than all other targeting methods.
Miriam Thome, Director, Marketplace Management, Xandr says: “We are pleased to be partnering with customers like HyScore to deliver a new solution in market. Xandr Curate makes it easy to package and price proprietary assets against Xandr’s global supply footprint into an exchange-level deal ID that’s tradeable through any DSP in the market.”
Nandi Gurprasad, CCO of hyScore added: “With the Xandr Curate technology we are now able to offer our contextual data to a broader userbase seamlessly and at scale. With limited options for targeting and use of IDs (Google has now made this clear), contextual has proven to be highly effective and future-proof. This partnership now enables advertisers to benefit from our 100% cookie-less semantic targeting segments and increase their campaign performance significantly.
CONTEXTUAL TARGETING – ONE WAY TO MITIGATE THE EFFECTS OF THIRD-PARTY COOKIE BLOCKING FOR THE ADVERTISING INDUSTRY
These days the coronavirus presents us with new challenges. In everyday life, we have to adapt quickly and flexibly to the restrictions caused by COVID-19. The same applies to the economy, which has been hit hard in many areas and is now, let’s face it, almost zero for the time being. The virus changes everything. A large part of the population is forced into domestic isolation, working in the home office or sitting on the couch at home and consuming digital media. Life goes on, even if everything changes.
In these troubled times, this also applies to the online advertising industry. The so-called cookie apocalypse, the “cookiepocalypse”, was expected by the industry in the coming years, when Google announced to eliminate third-party cookies for the Chrome Browser entirely by 2022.
Apple does not hesitate and rushes forward
Apple now on Tuesday released a major update to its Safari browser and the Intelligent Tracking Prevention (ITP), the privacy feature that allows the company’s web browser to block cookies and prevent advertisers from analyzing the web habits of a user. Safari now blocks all third-party cookies. That means that, by default, no advertiser or website is able to follow the user around the internet using the commonplace tracking technology.
The blocking in Safari is also intended to ensure that digital fingerprinting via login IDs as a tracking method is no longer possible. In addition, Safari also prevents this:
Cross-Site Request Forgery through Third Party Cookies
the use of a third party domain to identify users; User IDs could remain there even if the website data for the first party has been deleted
It also simplifies the initial situation for developers. Those who need access to cookies as a third party must use the Storage Access API.
Besides Apple (8.7% market share, source statista.com) other Browsers like the Tor Browser and Brave are already blocking these kinds of cookies. Taken in effect the Google Chrome Browser market share of 68,7%, more than 75% of the internet users can’t be addressed by cookie targeting technologies in the future. Additionally, Firefox and other tiny Browser will surely also implement these restrictions near-time.
The Rise of Contextual Advertising
In the next two years says ExchangeWire, experts expect the advertising industry to take a more expansive role in media curation. While historically this has been led by access to unique inventory and tighter supply path optimization (SPO) strategies, the next evolution will be to utilize ‘environment intelligence’ – applying brand suitability, alignment and quality thresholds to media and data.
Given that every brand has different risk profiles, and that agencies have a unique perspective of intelligence for performance and suitability, we will see both begin to deploy customized curation.
Wrapped around this, given the current regulatory environment, will be a push to ensure this curation is compliant and scalable, in which contextual and consent-friendly signals will play an increasingly larger role. Contextual Targeting is one way to mitigate the effects of third-party cookie blocking for the advertising industry.
All you need for environment intelligence and context-based decisions
We as hyScore can help you with these kinds of challenges, and provide you the right solution to get the best analysis and data for your contextual targeting needs.
You can use our generic solution hyScore|analyze – ready to use – to analyze the content of a single URL in real-time or in a batch. For agencies or a brand, we can provide tailored content and website analysis to identify valuable environments to advertise your products in the right context. We have proof, that clients, that are using our data for ad-campaign delivery have an increase in a campaign KPIs measurement of a factor by 5 to 7 compared to the usual practice of programmatic advertising or direct campaigns without contextual data like ours.
Do you want to increase massively the efficiency of your online advertising campaigns? Why wait? We are happy to consult you. Get now in touch! Stay healthy!
On March, 3rd 2020, the German Joint Industry Committee Arbeitsgemeinschaft Online Forschung (agof) published an official press release on a new service for the identification of high-quality environments in the context of programmatic advertising in Germany.
How can media platforms recognize whether the environments in which a campaign is to be played out are of high quality, the content is in conformity with the law and no negative effects on the advertiser’s image are to be feared? The answer: Each platform evaluates the quality of the offered inventory on the basis of self-generated information. So far, there is no neutral and serious source that can be used by all platforms. A new service of agof starts exactly at this point:
It makes an API available to the market which can be queried automatically and free of charge whether a domain is a qualified offer of agof: the agof qualified inventory (aqi). More information about the aqi can be found on the agof website.
We at hyScore welcome and support any measures for transparency in online marketing and have, in coordination with agof, integrated the aqi service into our product hyScore|analyze. This saves our users and partners the need for a separate integration and connection to the agof service.
In detail, this means that for the analysis of URLs in Germany (Detected language: DE), the system now also outputs information from the agof aqi service in addition to the previous data in the results. Take a look at our documentation.
In the JSON result (excerpt) it will look like this (example):
It is the responsibility of all of us to contribute as much as we can to contain the spread of SARS-CoV-2/COVID-19. Companies who are already putting in place working from home structures are making this move to ensure that the spread of the virus is slowed, which is essential for helping medical institutions to prepare and manage capacity. We want to encourage all organizations to consider doing the same if possible.
The hyScore office has been closed since today until further notice.
These precautionary measures are our commitment to not just protecting ourselves but especially sick and older people and society as a whole. #flattenthecurve
WHAT DOES THAT MEAN FOR BUSINESS?
In a nutshell: Nothing.
We at hyScore are by nature used to work remotely, which means internally and with our clients and partners all over the world. The functionalities and availability of our products are secured and all projects and developments won’t be affected by the new situation.
If necessary, we will discuss the further procedure for individual projects with our customers – as usual – and discuss and plan the next steps.
If you’ve questions don’t hesitate to contact us via email firstname.lastname@example.org, or call your contact person at hyScore. For technical issues, you can contact email@example.com via mail as usual.