With the predicted rise of contextual advertising, Adform’s latest integration with trusted partner Semasio –experienced provider in semantic targeting, will allow clients to seamlessly use both user and page-level targeting to find the best fit for their campaign strategies.

The so-called Unified Semantic Targeting developed by Semasio, will allow clients to move away from the either-or approach between Contextual- and Audience Targeting and sees user and page-level targeting as two sides to the same coin.

This integration expands Semasio’s Audience Targeting offer to Contextual Targeting and Brand Fit Targeting solutions and enables Adform clients to fully leverage a unique Unified Semantic Targeting approach.

Q: How does Unified Semantic Targeting work in practice?

A: In contrast to the traditional taxonomical approach, which relies on categorization to understand a page, Semasio’s semantic approach uses Natural Language Processing (NLP) to analyze the whole page and identify the most significant terms and phrases. 

These weighted terms form its Semantic Page Profile. The Semantic Page Profile is then integrated into the Semantic User Profile of the user consuming the page.

With Semasio you can combine different inputs such as 1st-party data, positive and negative keywords as well as external URLs, and translate those into the terms and phrases that correlate most highly with your target audience. This approach, called Semantic Precision, gives Adform clients freedom to define their target as well as flexibly use this data in either contextual or user-based targeting.

Q: Does Semasio offer include cookieless targeting solutions?

Yes, you can select and combine any of the following solutions from Semasio Solution Toolbox and decide how much cookieless targeting you want to have in your unified targeting strategy.

  • Audience Targeting
    • Keyword-based. You have the power to define keywords that your target audience would find most appealing. Semasio’s platform automatically identifies more targeted criteria, including which terms and phrases to add and exclude, and returns a continuously updated list of users who have consumed these keywords.
    • Seed Audience-based. A Seed Audience is a group of users that is a good example of those you are trying to reach. You can target more of the same users by letting Semasio’s platform identify the semantic similarities in their browsing habits. The platform returns a continuously updated list of similar users, or Semantic Twins, of the Seed Audience.
  • Contextual Targeting
    • Keyword-based. You have the power to define a topic for your campaign by first specifying relevant keywords and phrases. Semasio’s platform identifies more targeted criteria, including which terms and phrases to add and exclude, and returns a continuously updated list of relevant pages.
    • Seed Audience-based. A Seed Audience is a group of users that are a good example of those you are trying to reach. You can target more of the same users by using Semasio’s Cookieless Audience Extension. The platform automatically identifies on which pages their potential clients are more likely to be found, creating and maintaining a Contextual Target based on the Seed Audience.
  • Brand Fit Targeting. Semantic Brand Fit allows clients to define topics they do not wish their campaign to be associated with and enables you to dynamically avoid content which is dissonant with their unique brand and message. Semasio’s platform identifies more targeted criteria and returns a list of continuously updated pages, which can be used as a real-time updated blacklist for campaigns.

Q: What coverage does Semasio have?

A: Semasio analyses more than 300bn page views per month and is able to reach around 90% of the internet population on the web environment.

Semasio operates in Australia, Austria, Belgium, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Mexico, Netherlands, New Zealand, Norway, Singapore, Spain, Sweden, Switzerland, United Kingdom, United States

Semasio currently “speaks” 24 languages and is ready to learn new ones on demand. 

Q: How do I get started?

A: If you are looking for readily available targeting options, search Adform’s Data Marketplace or Contextual targeting section to access 300 Audience, 100 Contextual and 24 Brand Fit Targeting segments. Check out Semasio’s classic offer and if you need help navigating  Adform’s platform, reach out to your Adform representative.

If your goal is to create unique targeting groups with complete control and ownership of the entire creation process, go for Semasio’s Custom Targeting offer with limitless customization possibilities. Reach out directly to Semasio’s team at [email protected] to have your unique targeting ready for your next campaign with Adform.

For more information we also invite you to watch a short video by Kasper Skou, CEO and Co-Founder of Semasio, and download Semasio Product Sheet.