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.
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!
Contextual data is data that gives context to a person, entity or event. It is commonly used by business organizations for market research and prediction. Contextual data is taken from various sources and may include business information, family and socioeconomic background, educational history, health background, general environment and many other factors. More definitions of contextual data you’ll find at the end of this article [1].
At hyScore.io we define contextual data as follows: contextual data in our “context” is simply used to know more about the meaning of a website or any provided (plain) text and its content. We structure unstructured data and express in a scored and weighted manner the meaning and most important content of the website/text in keywords and their entity plus a sentiment score which involves evaluating online opinions based on specific words. The sentiment is then judged to be positive, negative or neutral.
Furthermore, we classify and weight the website in an own categories taxonomy and map these directly to the IAB standard taxonomy (Tier 1 / Tier 2). This kind of contextual data is useful for several use cases in many industries.
Contextual Data is about the content and environment of a website/text
Contextual data is that which is delivered to the right person, at the right time, within an actionable context. For example, the user reads an article about renting a Finca in Cala Millor on the island Mallorca in Spain. Wouldn’t it be great to show him a contextual matching video about the island Mallorca, the region Cala Millor or a best practice video of “how to rent a Finca”? Wouldn’t it make sense to show him a contextual advertising of a “Finca rental service” or links to previous articles and user reviews about the topic? If the sentiment of the article is bad, you might show him a video of “hidden traps to rent a Finca in Spain”.
The other way around is to not show something in the context, e.g. for brand safety. As an airline, you might not want to advertise your great deals on trips to New York right next to news about a horrible plane crash.
With hyScore’s contextual data API, you know right at this moment what a user is reading in which environment and you’re able to directly use this information to deliver additional information based on this actionable context or not. If you just want to enrich a users profile (interests, famous topics, etc.) you can do this by simply sending the user identifier with the initial request to our API. We just loop it through and provide you the information what user has read.
hyScore’s definition of contextual data is simple and valuable for many use cases. We don’t build products based on our data by our own. We leave it up to you how you use this kind of data in your business context. You can ennoble the data we provide by using it in your own product, application, and any intended use case. We don’t mind if you use it for content recommendation, site search improvements, tagging, for a contextual video player, contextual advertising, environmental analysis for brand safety, fraud detection or website classification, user profile enrichment, audience and user segmentation purposes, digitalization, research, whatever.
Our mission is to remove the major pain point to get access to this kind of contextual data for you. You need no additional infrastructure, you don’t need computational linguists and natural language processing experts. All you need is just an API-Key to get access to it. Sign up for a free account.
