What we currently know, we also have from the article of the heise editorial staff. You can read about what happened there. Please follow the linked article above.
An official statement on the part of Microsoft/XANDR is pending, or we do not have one at this point.
In this publicly available Excel file mentioned in the article (now removed), 46 (forty-six) hyScore.io segments are also included by name, consisting of 11 test segments and a number of individually created segments for online advertising agencies and clients.
The file itself lists a total of 651,465 different segments from 94 vendors.
Our actual statement of the case (9th June, 23)
No personal, device or cookie information is recorded, processed, used in segments or required by hyScore.io.
The hyScore segments do not contain any user or device-related data, but consist exclusively of individual article URLs freely accessible to anyone on the Internet, the content of which is analyzed separately using a combination of state-of-the-art methods of natural language processing, image and video analysis and artificial intelligence (contextual analysis.
Depending on the analysis result, the individual article URL qualifies for a “topic field”, a target group description, a persona or a brand and is then combined into suitable segments consisting of placements (URLs). These generic or individual, dynamically created segments using various data points (such as weighted keywords, phrases, categories, sentiment, security, etc.) are made available to advertisers and their service providers in various platforms for the delivery of an advertising campaign for paid use.
Example: Articles and guides published on the Internet on the topic of “Pregnancy” can be assigned to a segment with the topic area “Health”, “Health > Pregnancy” or “Family > Parents”, “Family > Pregnancy” based on the text analysis, depending on the focus of the respective article. The bottom line is that a targeting segment in hyScore corresponds to a URL list of articles on one or more specified topic areas.
The segments mentioned in the “XANDR List” are “Custom Segments” that have been provided to advertisers as curated reach (URL lists). These segments are from 2021 and are no longer active with some exceptions.
hyScore “Custom Segments” are clearly named on connected platforms such as XANDR Curate in order to associate them with a campaign or client. This information, or segment names, are named in plain text for organizational reasons.
We see our task in placing online advertising WITHOUT processing device or user data as minimally invasive and as efficiently as possible on quality environments that are suitable or desired in the context. In doing so, we support the companies and platforms of the online marketing industry.
At hyScore, we act – to our own knowledge – within the framework of the most current national and international data protection rules and laws at all times. We are happy to provide you with information about how we work and will publish further insights into our work in due course. Transparency is important to us!
If you have any questions, please feel free to contact us via the contact forms or the email address contact@hyscore.io.
Was wir aktuell wissen, haben wir ebenfalls aus dem Artikel der heise Redaktion. Sie können sich dort über das Geschehene informieren. Folgen Sie dazu dem verlinkten Artikel.
Eine offizielle Stellungnahme seitens Microsoft/XANDR steht aus, bzw. liegt uns zum jetzigen Zeitpunkt noch nicht vor.
In dieser im Artikel erwähnten, öffentlich zugänglichen Excel-Datei (mittlerweile entfernt), sind auch 46 (sechsundvierzig) hyScore.io Segmente namentlich enthalten, bestehend aus 11 Test-Segmenten und einer Reihe von individuell erstellten Segmenten für Onlinewerbe-Agenturen und Kunden.
Die Datei selbst listet insgesamt 651.465 verschiedene Segmente von 94 Anbietern auf.
Aktuelle Stellungnahme (9. Juni 2023):
Es werden von hyScore.io keine persönlichen, Geräte- oder Cookie-Informationen aufgezeichnet, verarbeitet, in Segmenten verwendet oder benötigt.
Die hyScore-Segmente enthalten keine Nutzer- und Devicebezogenen Daten, sondern bestehen ausschließlich aus einzelnen, im Internet für jedermann frei zugänglichen Artikel-URLs, deren Inhalte separat in Kombination modernster Methoden des Natural Language Processing, der Bild- und Videoanalyse und künstlicher Intelligenz analysiert werden (Contexual Analyse).
Je nach Analyseergebnis qualifiziert sich die einzelne Artikel-URL, für ein “Themenfeld”, eine Zielgruppenbeschreibung, eine Persona oder eine Marke und wird dann zu passenden Segmenten, bestehend aus Placements (URLs), zusammengefasst. Diese generischen oder individuellen, dynamisch erstellten Segmente unter Verwendung verschiedener Datenpunkte (wie z.B. gewichtete Keywords, Phrasen, Kategorien, Sentiment, Sicherheit, etc.) werden Werbetreibenden und deren Dienstleistern in diversen Plattformen für die Auslieferung einer Werbekampagne zur entgeltlichen Nutzung bereitgestellt.
Beispiel: Artikel und Ratgeber die im Internet zum Thema “Schwangerschaft” veröffentlicht werden, können aufgrund der Textanalyse einem Segment mit dem Themengebiet “Gesundheit”, “Gesundheit > Schwangerschaft” oder “Familie > Eltern”, “Familie > Schwangerschaft” zugeordnet werden, je nachdem welcher Schwerpunkt auf dem jeweiligen Artikel liegt. Im Endeffekt entspricht ein Targeting-Segment bei hyScore einer URL-Liste von Artikeln zu einem oder mehreren spezifizierten Themengebieten.
Es handelt sich bei den in der “XANDR Liste” genannten Segmente um “Custom Segmente”, die als kuratierte Reichweite (URL-Listen) Werbetreibenden zu Verfügung gestellt wurden. Diese Segmente sind aus dem Jahre 2021 und bis auf einige Ausnahmen nicht mehr aktiv.
hyScore “Custom-Segmente” werden auf den angeschlossenen Platformen wie z.B. XANDR Curate klar benannt um sie einer Kampagne oder einem Klient zuordnen zu können. Diese Informationen, oder Segmentbezeichnungen, sind aus organisatorischen Gründen im Klartext benannt.
Unsere Aufgabe sehen wir darin Online-Werbung OHNE Verarbeitung von Geräte- oder Nutzerdaten so minimalinvasiv und so effizient wie möglich auf im Kontext passenden oder gewünschten Qualitätsumfeldern zu platzieren. Dabei unterstützen wir die Unternehmen und Plattformen der Online-Marketingindustrie.
Wir bei hyScore handeln – nach eigenem Kenntnisstand – jederzeit im Rahmen der aktuellsten nationalen und internationalen Datenschutzregeln und -gesetze. Wir geben Ihnen gerne Auskunft über unsere Arbeitsweise und werden zu gegebener Zeit weitere Einblicke in unsere Arbeit veröffentlichen. Transparenz ist uns wichtig!
Bei Fragen kontaktieren Sie uns gerne über die Kontakt-Formulare oder die Email-Adresse contact@hyscore.io.
hyScore.io and SmartStream.tv work together to provide fully privacy compliant and cookie-less based targeting ad segments in quality placements in the instream video space. We combine these with high quality InArticle (Outstream) placements – for highest reach.
No personal, device or cookie information is recorded, used or necessary.
The hyScore targeting segments consist of individual article URLs whose content is analyzed using the latest methodologies and artificial intelligence. Depending on the analysis results, the content qualifies for a “topic area”, a target group description, a persona or a brand and is then combined into suitable segments consisting of placements (URLs). These generic or customized, dynamically created segments can be used via SmartStreaml.tv for the delivery of a video campaign.
SmartStream.tv is now ready for the cookie-less and privacy-compliant future with hyScore.io as a partner.
Smartstream.tv was founded in 2012 as a multiscreen video marketer and has been a majority-owned part of ProSiebenSat.1 Media SE since 2015. With around 40 employees, we serve more than 400 national and international advertising customers and all relevant media agencies in the DACH region – both in the managed service and via the programmatic interfaces.
In the DACH region, we achieve a net reach of over 62 million unique users (DE: 51.2 million, AT: 5.9 million, CH: 4.9 million). To these, SmartStream.tv delivers over 250 video campaigns per month in Germany, generating over 350 million video views (AT: 45 million, CH: 36 million).
Contextual segments from hyScore are now available in the Verve DSP’s (former Platform161 DSP) 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 and custom Contextual Segments for Verve DSP Clients, 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 generic 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 Verve DSP contact person.
You can find the contextual segments in your Verve DSP’s Contextual Marketplace.
Special attention should be paid to the individual and custom segments, which, like all hyScore segments, are dynamic and continuously renewed several times during the day.
It is possible for Verve DSP 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.
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.
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.
