With the launch of Contextual Audiences, Seedtag is providing advertisers with a new targeting capability that empowers them to engage with modern consumer interests without relying on personal data, says Seedtag. Contextual Audiences effectively addresses the hurdles of reach, scale, and privacy that advertisers commonly encounter with the coming deprecation in third-party tracking cookies.
In response to advertisers’ rapidly evolving and diverse needs, Seedtag’s new contextual audience groups precisely meet each campaign’s unique requirements while respecting user privacy.
Powered by Liz’s real-time analysis of web content, Seedtag ensures relevant and up-to-date audiences that evolve based on Liz’s network insights. According to Seedtag, this enables advertisers to target audiences based on the content they’re currently consuming rather than their past behaviour.
By activating Seedtag Contextual Audiences, brands can target precise interests rather than broad stereotypes, capturing their target audience’s attention and engaging them at the optimal moment to maximise campaign effectiveness.
Seedtag offers brands a number of ways to connect with their audience:
- Signature Audiences: These audiences have predefined configurations, offering advertisers distinct options for specific verticals and across markets. Additionally, they allow for a certain level of customisation to accommodate specific advertiser preferences. Signature audiences examples include “Sustainable and Ethical Fashion Advocates” or “Family-Oriented Car Buyers”.
- Seasonal Audiences: These audiences focus on specific temporal events marked by a specific timeframe. This approach builds upon the foundation of signature Audiences, amplifying their effectiveness through timely precision. An example of a seasonal contextual audience would be “Black Friday Consumers”.
- Custom Audiences: Some campaigns demand a level of specificity that signature audiences might not fulfil. For such scenarios, Seedtag has harnessed Liz’s capabilities to build a campaign-specific machine learning model that precisely matches the client’s brief. This model analyses every URL and provides a score based on the most relevant content to help connect brands with a niche audience.
“Speculation is ongoing as to what the next standard in audience targeting will be in the post-cookie landscape, and we believe we’ve found the answer,” said Paul Thompson, UK country manager at Seedtag. “The speed and scale that AI can operate at eliminates any need for personal data in the identification of valuable audiences, allowing advertisers to achieve their objectives while respecting individual privacy.”
The introduction of contextual audiences as a standardised targeting method showcases Seedtag’s sustained commitment to providing comprehensive and flexible solutions that align with advertisers’ changing needs. As the advertising landscape continues to evolve, Seedtag remains at the forefront, delivering cutting-edge AI technology to help brands excel in their campaigns, says the company.
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