The European ad network Goldbach is now using the keyword targeting functionality to build audiences for brands and publications, announced 1plusX, the company that built the product. The news here is that 1plusX is focusing their product on the publisher side, and not on buyer side, where similar solutions already exist.
“Goldbach has been working closely with 1plusX through the development stage of its keyword targeting functionality. We’re already targeting campaign, ns at audience segments we have defined using keywords, for example, our “Singletons” segment. Our keyword targeting campaigns are based on a very high-reach seed data pool of over 15 million profiles within the Goldbach Display and Video Network,” said Annette Dielmann, Chief Product Officer of the Goldbach Group.
1plusX says that until now, most interest-based targeting of consumers relies on pre-segmented audiences often defined and categorized by third-party data suppliers. These audience interest data sets are generally far too broad, out-of-date, and contain a mass of users that are irrelevant to most campaigns.
The promise of 1plusX is that the audience based on keyword targeting “gives advertisers and publishers far more control over the real-time relevance and reach of their campaigns. It is turning the search engine approach to ad and content targeting on its head. Rather than relying on consumers to type-in keywords to find relevant content, advertisers and publishers can type-in keywords to find relevant consumers.”
“1plusX’s artificial intelligence analyses digital content and then indexes it by topic, semantic keyword, and context. It also builds anonymous user profiles by analyzing users’ cookies, the frequency of interactions with particular content and other data consumers have chosen to give to publishers and advertisers. Campaign managers can then define and build their own audience segments of users to be matched with content. These segments are updated frequently and automatically to include consumers with new relevant characteristics and exclude consumers whose interests have changed. To achieve the optimum balance of reach and relevance for each campaign, 1plusX gives campaign managers additional controls. They can qualify users based on the frequency of their interactions with relevant content. They can target users based on certain characteristics, such as their gender or age. ” said 1plusX’s UK MD, Fiona Salmon.