Semcasting Introduces Audience Targeting Platform

Custom Audience Segments and Pixel-Free Targeting

Andover, MA – November 3, 2010 – Semcasting, Inc. a leader in predictive analytics, consumer marketing data, and on-demand targeting today introduced the Semcasting Audience Targeting platform at ad:tech New York. The Semcasting Audience Targeting platform is a premium online advertising solution that provides marketers and agencies with a breakthrough in audience targeting that increases qualified audience reach and drives higher returns for every online campaign.

The Semcasting Audience Targeting Solution offers:

• Custom Audience Segments for every campaign in minutes
• Audiences that are pre-qualified as in-the-market and who can afford your offering Nearly
• 100% Market Reach using Pixel-Free Targeting
• Automated Flight Optimization and full Ad Network Integration

The unique value proposition of Semcasting Audience Targeting is the ability to connect an advertiser’s offline customer base with online prospects that are both in the market and can afford your offer. Every campaign is based on consumers who have voted with their wallets for the specific product or service being offered. A custom predictive model is produced for each campaign in a matter of hours, identifying who looks most like your customers and where they can be found online. Using our patented genetic algorithms, we automate the process of creating custom audience segments, dramatically improving targeting precision over pre-packaged options.

“At Semcasting we believe that a 360-degree view of individual intent and buying power is the difference that online marketers have been looking for in a targeting solution,” according to Ray Kingman, CEO of Semcasting.

Semcasting has developed a proprietary consumer data store to support the automation of its on- demand modeling campaigns. It includes over 1,000 demographic, behavioral, affluence, ownership, and consumer purchasing variables covering over 200 million U.S. individuals. The extensive breadth and depth of coverage in this data store is used to qualify and validate each target audience without tracking pixels or placing cookies to create segmentation schemes.

Using data exchange segmentation schemes, audience targeting “associates” buying intent from a membership, site visit, or an online purchase. According to comScore, audience targeting based on data exchanges is only reaching 30% of run-of-network flights. They have not been able to materially improve the ROI performance of most online campaigns with only a 1.2 times lift over the .07% run-of-network click-thru rates. Any increase in performance is being offset by CPM rates that are nearly four times run-of-network pricing.

No longer will marketers be required to settle for black-box, pre-packaged audience segments with less market coverage that can lead to over serving and ad fatigue. Using the Semcasting Audience Targeting platform, marketers are able to leverage low-cost inventory, turning them into prequalified audience segments with lifts that typically run 1.5 to 7 times run-of-network click-thru rates in the top decile.

Unlike behavioral targeting and data exchanges Semcasting offers a pixel-free targeting solution with automated campaign flight generation that identifies 100% of your best prospects at run-of- network rates. The platform interfaces with the top ad networks providing nearly 95% coverage of the online U.S. audience.

After an optimal audience mix for a campaign has been scored and geo-located, the modeling technology automatically creates weighted metadata selections comprised of the core audience demographics. The metadata takes the form of campaign “flight” definitions, narrowing the targeting to the appropriate levels of reach and frequency for each micro target. The flights with the associated metadata are applied to the ad networks directly through their APIs.

“Having the ability to pre-qualify the audience in a predictable, measurable way, and then extend campaign reach to the entire available qualified audience has the potential to change the working benchmarks for online display advertising,” said Kingman.

About Semcasting

Semcasting is a supplier of predictive data solutions that help direct marketers and agencies better target online and offline customers, discover new market opportunities, manage risk, and detect fraud. The company's patented software platform uses existing data to create predictive models that are applied to over 200 million individuals and 120 households, making more accurate projections about future customer behavior. Semcasting licenses its proprietary data to some of the largest data compilers in the industry and support over 800 campaigns a year in the financial, telecommunications, non-profit, franchise and retail industries. For more information, visit www.semcasting.com.