Spectrum Media Services has the product needed today for tomorrow’s cookieless world. Leverage our proprietary contextual and audience solution, which has the ability to understand the meaning of a web 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
What makes Spectrum different than all of the other Contextual Targeting Solutions:
Spectrum provides brands, agencies, data companies, & DSPs with a scaled, strong intent signal that leverages:
TARGETING: Contextual audiences are seeded by providing examples of content they consume, not a bag of keywords - it’s a more natural way to target and conveys more meaning to the system.
RELEVANCE: Topic-based matching engine avoids the relevance pitfalls of keywords.
ENVIRONMENT: Scoring & targeting of only article pages, not channel or home pages to avoid wasted spend targeting out-of-date pages that change rapidly with the news cycle.
RECENCY: Verifiable 30-day lookback window on content consumption.
REACH: Qualified page-level contextual & audience reach extension based on affinity & performance data.
SCALE: 1.8 billion NA/LATAM IDs consuming 4 billion URLs across 50K sites, with 1MM new events/second.
TRANSPARENCY: Detail & summary on matches, helping maximize accuracy & brand safety.
INSIGHTS: Endemic & non-endemic consumer & segment insights based on observed content consumption behavior.
PORTABILITY: All of the above, fully configurable for your event source & topic model or other custom NLP.
THE CONTENT TARGET
The core concept of the Spectrum Platform is the Content Target. A Content Target (CT) captures a search process for a given theme, topic, or brand. Targeting is specified via a Target Set - a collection of URLs acting as ideal examples of content that an interested audience would be consuming. The Platform interprets a series of weighted topics from a Target Set, which drives a content expansion phase to find more relevant content. CTs can be fine-tuned at the keyword level while maintaining the relevance established by the topics. A CT, once built, can then be activated to produce page-level contextual or audience 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.