hyScore’s Contextual Segments on Active Agent Marketplace available

hyScore’s Contextual Segments on Active Agent Marketplace available

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

Screenshot Active Agent DSP – UI

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 contact@hyscore.io. We’re happy to consult and assist you.

hyScore Cookie-less Contextual Targeting now available on Xandr Curate

hyScore Cookie-less Contextual Targeting now available on Xandr Curate

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.



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):

"agof": {
            "status": 1,
            "message": "is agof-measured",
            "search": "www.focus.de"

If you’ve questions don’t hesitate to get in touch with our support.

agof official press release (March, 3rd 2020) – First Step to Programmatic
agof: Qualifiziertes agof Inventar zum Systemabgleich
hyScore|analyze documentation
hyScore|analyze – agof qualified inventory (aqi) – German specific



It is important to us at hyScore to pay attention to the wishes and requirements of our customers. For this reason, we work daily on extending our products with new functionalities that help you to support your use cases in content analysis.

In order to use hyScore|segment even more efficiently, we have now added the function Keyword Match Threshold, together with some minor improvements.

With the new settings option, it is now possible to define individually when a segment should or should not be displayed in the analysis results, based on the number of unique keywords or phrases contained in the segment.

The number of unique keywords needed for the segment to match – the default value is one (1) keyword. That means if at least one keyword matches, the segment will be shown in the results.


  • Your keyword contains exactly 63 keywords and phrases.
  • You enter the value “10” at Keyword Match Threshold.
  • 10 keywords correspond to 16% of the keywords and phrases that must be “unique” in the analyzed text as a minimum for the segment to be considered “matched”.
  • If less than 10 keywords match, the segment is not shown in the result.

Best Practice

What is the right amount of Keywords in a segment and for the keyword match threshold? It highly depends on your use case and what you want to achieve.

If you want to use hyScore|segment as an easy additional categorizer on keyword and phrase base you should consider at least 60 to 80 main unique keywords of the given topic. As a threshold for this case we recommend a minimum of 10 to 15 unique keywords before the segment is valid and shown in the result.

More often hyScore|segment is used in an online advertisement context e.g. for creating individual keyword blacklist for a brand campaign. Often these keyword lists contain keywords and phrases the brand company doesn’t want to see in connection with their advertised product. Beside common exclusion brand safety categories in advertising (e.g. adult, crime, drugs, etc.) a car manufacturer will not see their cars being advertised on an article about car repairs and technical issues or specifically negative news about e.g. diesel scandal or clima crisis-related topics related to diesel or gasoline car mobility. The amount of keywords, in this case, doesn’t matter because as long one single unique match occurs the blacklist requirement is fulfilled. In this case, the segment can be the decision trigger for the adserver not to show the campaign on the specific URL or article.

There are way more possibilities to use hyScore|segment in addition and combination with hyScore|analyze. We are happy to consult you to achieve your intended use case.