I am
unique.
Catch me
if you can!
SocioDemographic
Targets
Semasio
profile database
reach
> 60 million
unique users
in Germany!
Maximum quality reach for
all socio-demographic features
Semantic Behavioural Targeting –
a targeting method for more accurate
target groups with maximum reach
because we all become more unique
Semantic Behavioural Targeting
for more accuracy and reach
The only constant in our modern society is change. People, their habits,
interests and beliefs are subject to constant change at an ever-faster
When you
pace. Previous methods of consumer segmentation, based on traditional
rid yourself of
features that often categorise the user much too early and narrowly,
clichés and
preconception
cannot cope with these changes. The Semasio Targeting Technology
what you see
eliminates premature segmentation in the form of pre-categorisation.
is unique.
This enables it to consider actual user behaviour unfiltered and completely in the targeting process.
Semantic Behavioural Targeting captures the uniqueness of modern consumers
Consumer segmentation – The traditional approach
The immediate categorisation of user behaviour means that real
surfing behaviour cannot be captured in its entirety. The wealth of
information from the consumed content is reduced to just one or
a few dimensions.
In order to cope with the massive amounts of data generated from
billions of events by internet users for Behavioural Targeting, these
volumes of data are traditionally reduced by pre-categorizing the
internet pages users visit. In the process, the category of the
visited page is transferred directly to the user profile – irrespective
of the actual interests of the user. One example: internet pages
visited by a user that are pre-categorised as travel, automobile
and finance respectively, also all address the topic of infants. The
traditional manner of user profiling ignores the deeper semantic
complexity of the individual pages and thus important patterns in
surfing behaviour – in this case that the user is expecting a child
or has just had one.
Consumer segmentation with Semasio
The semantic, non-categorizing and thus unfiltered approach to user
profiling, on the other hand, provides a maximum degree of detailed
information for the greatest flexibility in generating any target with
high accuracy and reach.
In semantic user profiling, the content of every webpage visited
is analysed. The most important terms and phrases of each
internet page is collected and transferred to the user profile.
This means each user profile is in effect a large, weighted keyword
cloud. The behaviour shown across hundreds of consumed
internet pages leads to the constant growth of this cloud and
provides comprehensive, detailed and current information for
the generation of targets. The entire analytical process is usercentred and functions by means of machine-learning-based natural language processing. No pre-categorisation or hypotheses
necessary.
Unlimited and individual targeting possibilities with Semasio
Socio-Demographic Targets
(Classic Targets)
Creation of a Socio-Demographic Target
Often, there is insufficient factual data available on socio-demographic attributes to achieve the
reach desired by advertisers. Semasio achieves maximum reach for socio-demographic attributes
through Semantic Twinning: hard registration data are sourced from high-quality partners based
on a sample of the user population, and these attributes are then extrapolated to the rest of the
population based on semantic similarity in user behaviour. Traditional methods are restricted to
understanding this behaviour through pre-defined categories with which consumed pages are
associated. However, it is important for the accuracy and quality of the extrapolation that the
complexity and dynamics of surfing behaviour is considered in its entirety. It is precisely these finer
points that the Semasio Semantic Twinning method takes into account.
For example, there are 100.000 users with acquired registration
data for the socio-demographic attributes female, age 30–39, high
income. In addition, these profiles are part of the Semasio user profile database. Thus a large, weighted keyword cloud exists in our
database for these users, containing the most important terms and
phrases of the internet pages that have been visited by each user.
Analysing the keyword clouds of the users with hard registration
data, the Semasio Targeting Technology identifies what they have
in common that differentiates them from the rest of the user population. This produces a Semantic Model, which is then deployed to
the rest of the user profile population. The fit between the Semantic
Model and the individual user profile is the affinity level of the user
towards these particular socio-demographic attributes. The
Semantic Model controlling the extrapolation of these socio-demographic attributes is constantly updated ensuring the highest
possible precision for your Socio-Demographic Target.
Advantages of the semantic
targeting method for accurate
Socio-Demographic Targets
with maximum reach
Current and hard registration data of reputable providers; data is not collected through
Classic Targets
Custom Targets
Interests
Socio-Demographics
Purchase Intents
questionnaires.
Semantic Twinning method: maximum accuracy and reach by considering the complexity and Market leader concerning reach.
All Socio-Demographic Targets are readily available in the Semasio DSP and the leading third
Semasio offers media agencies, advertisers and publishers Classic Targets – individually or in combination, Custom Targets – from
Semantic Twins of one’s own desired users to very specific desired target groups.
Socio-Demographic
Targets
dynamics of the user’s surfing behaviour.
party DSPs, e.g. Google DBM, MediaMath, Adform, and the leading DMPs, e.g. Eyeota, Exelate.
Socio-Demographic Targets are easily combinable with other Semasio or third-party targets.
Socio-Demographic
Targets
keycomm GmbH
www.semasio.com
Semasio GmbH
Eppendorfer Weg 285
20251 Hamburg
Germany
Visiting address:
Semasio GmbH
Bäckerbreitergang 75
20355 Hamburg / Germany
T.: +49 40 350 175 77
[email protected]
www.semasio.com