Sophia for Advertising Launches at Ad:Tech SF!
Advertisers need to match their campaigns to their target audience to create maximum engagement for their brands. Engagement models for identifying the right target audience for on-line/display advertising are well known and based on user profiling. Typically, ad networks and exchanges rely on cookie tracking to profile audience members based on demographic information such as age, sex, address, marital status, disposable income, etc. They can also track which web sites a potential audience member has visited and which products they have purchased.
This data becomes unreliable when people buy things for others or share the same computer with multiple people. More critically recent legislation in the EU restricts how personal information is captured and stored on-line, making cookie-based data much sparser and often even unavailable for profiling. On mobile devices it is even worse as cookies do-not-exist creating a critical need for advertisers to build alternative solutions to maximize campaign engagement for specific target audiences.
Sophia’s advertising technology provides a new approach to building target audiences, for both on-line and mobile markets, by understanding the content that users are interested in. Ad networks know the web page (URL) or App for each ad request. Sophia reads this content and automatically understands what it is about allowing advertisers to generate meaning-based contextually relevant ads. No cookies required. Ad Networks can then blend Sophia’s content-based recommendations with their existing predictive analytics to further enhance audience relevance.
Recent tests in the field have shown upto 3X improvement in Clickthrough Rate. (Your results could differ).
Advertisers love it because it increases Click-Through-Rates and Publishers love it as the ads displayed are more in line with their content. Contact us for more information.