Spectrum Media Services has the product needed today for tomorrow’s cookieless world. We leverage our proprietary contextual and audience solution, which has the ability to understand the meaning of a page at the topic level – not just through a few isolated keywords. We listen to all North American content consumption and focus on article pages where the intent signal is strong. We then can deliver that as managed service or programmatically. As brands realize the need for scale, precision, flexibility and transparency, Spectrum is the only platform that delivers all four.
ATTRIBUTES & DIFFERENTIATORS
Spectrum provides brands, agencies, data companies, & DSPs with a scaled, strong intent signal that leverages:
Targeting: Capture broad or focused targets with ease by using example URLs that match your intent
Relevance: Topic-based matching engine avoids the relevance pitfalls of keywords
Environment: Scoring & targeting of only article pages, not channel/home or social
Recency: True 30-day lookback window on content consumption
Reach: Qualified cross-tactic reach extension based on insights
Scale: 250M users consuming 3B URLs across 50K sites, with 350K new events/second
Transparency: Detail & summary on matches, helping maximize accuracy & brand safety
Insights: Endemic & non-endemic insights based on observed content consumption behavior
Portability: All of the above, configurable for your event source & topic model
THE CONTENT TARGET
The core concept of the Spectrum Platform is the Content Target. A Content Target (CT) is a persistent, reusable representation of a search process around a given theme, topic, or brand. Fundamental to the CT is the concept of the Target Set - a collection of URLs acting as ideal examples of web pages where ads for the CT topic would run. A CT, once built, can then be activated to materialize contextual or audience-based segments suitable for targeting in any buying platform.
AUDIENCE PLANNER TOOL
We use the concept of concentric circles to assemble targeting plans for clients. The circles are a guideline for producing data-driven scale, from endemic to non-endemic.
The Spectrum Audience Planner is able to compute unduplicated reach numbers across such a portfolio, giving clients the actual uniques they should expect in a variety of formats.
Here’s an example for a client targeting people consuming content about grocery shopping, foods/recipes, & entertaining (i.e. grocery shoppers). As you can see, the de-duplicated audience shows high unique MAID reach across the 5 segments in the plan.
Unduplicated reach computation is one form of overlap analysis that’s useful applied to a set of segments. Zooming in, between any two segments, overlap takes on additional meaning:
(1) High overlap between contextually related segments validates expected relationships and
(2) Low - but non-zero - overlap reflects the nature of readership on the Web, and drives non-endemic affinities
The Spectrum Audience Planner reports on segment-wise overlap in two ways - intra-plan, and as compared to our in-house taxonomy that covers a wide variety of topics. Below is the topic overlap analysis for the retiree audience.
This process often reveals both endemic and non-endemic insights. It’s intuitive and validating that topics like health insurance and the stock market are things a retiree might be reading about. Fashion shows, perhaps less so, and a potential new target for a marketer looking to reach their target audience in new ways.
Spectrum’s topic overlap analysis helps show clients that their targeting plans are well-fit, and where else they can target based on recent observed content consumption behavior.