CONTEXTUAL DONE RIGHT
The Spectrum Platform is the solution needed today for tomorrow’s cookieless world. Our proprietary contextual solution, which has the ability to understand the meaning of a page at the topic level – not just through a few isolated keywords - provides the differentiated foundation for our products & services.
Our next generation COOKIELESS TARGETING platform offers:
- Spectrum develops audiences based on content, not people - matching the right ad to the right content, at the right time, inside all privacy frameworks.
- Compatible with all browsers.
SCALABILITY
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Qualified page-level contextual & audience reach extension based on affinity & performance data.
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1.8 billion NA/LATAM IDs consuming 4 billion URLs across 50K sites, with 1MM new events/second.
PRECISION
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Example-based targeting: build segments using URLs your audience would read, conveying more context than keywords alone.
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Topic-based content expansion engine avoids the relevance pitfalls of keywords.
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Scoring & targeting of only article pages, not channel or home pages to avoid wasted spend.
- 43% reduction in CPA for a Fortune 100 insurance provider company. Read the case study here.
- 46% brand lift for a Fortune 100 enterprise security solution. Read the case study here.
- Looking for more? All case studies can be found here.
BRAND SAFETY
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Full controls for adjusting brand safety at the segment or plan level.
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Ability to inspect each page for suitability, helping maximize accuracy & brand safety.
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Endemic & non-endemic consumer & segment insights based on observed content consumption behavior.
COMPLETE TRANSPARENCY
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Powered by an 18-month cache of the Web, with page-level resolution.
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Page and segment-level summary stats, helping maximize accuracy & brand safety.
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Verifiable 30-day lookback window on content consumption.
- BYO data and content model: The Spectrum Platform is fully configurable for your organization’s event source, using our topic model or yours, with pluggable custom content analyzers to match your organization’s needs.
- Spectrum develops audiences based on content, not people - matching the right ad to the right content, at the right time, inside all privacy frameworks.
Two main Platform concepts drive our advanced contextual solution:
THE CONTENT TARGET
A Spectrum Content Target (CT) captures a topic-based 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. Using its machine-learning based topic model, the Platform interprets a series of weighted topics from the Target Set, which then drives a content expansion phase to find more relevant content. This content then forms the contextual basis of the Content Target.
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 inside an Audience Plan to produce page-level contextual or audience segments suitable for targeting in any buying platform.
THE AUDIENCE PLAN
A Spectrum Audience Plan captures a portfolio of Content Targets, enabling efficient activation and the Platform’s powerful analytic functions:
UNDUPLICATED REACH ANALYSIS
Leveraging our 18-month cache of Web content consumption, the Platform is able to compute unduplicated reach analysis across the measures in a Plan - page counts, expected impressions, and various audience counts. This enables the Platform to produce highly accurate media forecasts that maximize ROI for media buying, and inform analytics for insights.
For example, in a Plan that captures content consumption around various aspects of food & entertaining, the unduplicated reach analysis reveals high unique device reach across the 5 CTs in the Plan:
PERFORMANCE & OVERLAP-BASED AUDIENCE EXTENSION
One of the major challenges of contextual targeting is audience extension. How and where does a marketer reach their audience outside obvious endemic sites/pages? Spectrum’s audience extension process reveals nuanced relationships between your custom segments and our comprehensive, IAB Content Taxonomy 2.x-based topic library. These relationships are described in terms of an Efficacy Score, which marries both overlap & past segment performance to produce high-performing audience extension recommendations.
For example, people reading content about healthy food are more likely to read about the following topics, compared to other users online:
