NORTH ANDOVER, Mass. — Semcasting, the pioneer in cookieless targeting and identity graph solutions, today announced it received a new patent for Semcasting Media Zones. U.S. Patent No. 1,734,724 B1was awarded to Semcasting for its “System and Method for Linking Qualified Audiences with Relevant Media Advertising through IP Media Zones.”
Semcasting Media Zones directly integrates contextual audience preferences into marketers’ identity graphs. With this patented technology, marketers have an automated way to associate their first-party audiences and impressions activity with site lists, as well as historical and trending keywords, people, places and organizations to their audiences’ digital identity for every campaign.
Consumers directly and repeatedly associate with a subset of media that is most closely tied to their interests. If programmatic marketers can systematically prioritize the media where their first-party audiences are historically spending their time, they dramatically improve the efficiency of media choices, reach and ultimately campaign return on ad spend (ROAS).
Media Zones is based on the use of genetic algorithms to statistically provide an analysis of more than 260 million online user IDs and more than 40 billion daily impressions. Combining onboarded audiences with scored curated media outperforms simple list onboarding. Media Zones effectively serves as a pre-optimization tactic for any first-party or third-party audience campaign strategy.
With Semcasting Media Zones, advertisers can turn first-party customer relationship management (CRM) or prospect audiences into domain lists, and media categories with their keywords. Keyword lists are derived from the big-data analysis of the audience membership being weighted by their demographic profile and historical online site engagement. Advertisers of high-value items like home services, auto, travel, education or healthcare can now connect with more qualified, unique users sooner in the campaign.
Combining programmatic and endemic targeting provides a shortcut to more effective and comprehensive audience coverage - doubling the statistical exposure rate to the right audience members from 1.2% to 2.4% daily. The right people see the ads sooner, resulting in more unique user reach and conversions and ultimately more efficient ad spend throughout the entire campaign.
Ray Kingman, Semcasting CEO and founder, said, “Semcasting is wholly committed to helping the programmatic industry realize its promise of efficiency and reach. Our goal is to simplify the process of reaching the right person, at the right time, in the right place and at the right price. This new patent solidifies that our IP targeting capabilities and methodology are unique and positioned to serve marketers in a cookieless environment – both today and in the future.”