In today’s privacy-sensitive advertising ecosystem, contextual audience approaches have taken on a greater role due to their ability to enable precise, privacy-compliant targeting by aligning ads with relevant content consumption patterns rather than relying on user identifiers. To better arm its partners in the market, Eyeota is excited to introduce its new Partner Contextual Audiences solution, powered by Semasio, a Samba TV company.
This new solution combines the power of Semasio’s ContextualPLUS with Eyeota’s marketplace data partners’ premium online and offline data. Semasio, a global provider of contextual targeting and audience data solutions, offers advanced semantic targeting that uncovers new consumers who share similar interests and behaviors with existing known audiences, extending the reach of advertising campaigns. Semasio’s powerful technology is able to model audiences leveraging as few as 300 unique users to identify others with similar content interests. The solution further enables privacy compliance with its ability to onboard external data sets across a variety of identifiers to segment audiences to create ID-free contextual and ContextualPLUS segments.
Eyeota’s marketplace partner data is now available as Contextual Audiences through The Trade Desk, PubMatic, and Xandr, allowing advertisers to reach their target consumers without reliance on third-party cookies or other traditional IDs.
“In a world where privacy is paramount, the future of ad targeting lies in smarter, privacy-first solutions that deliver precision without compromise,” said Samba TV SVP of International Zac Pinkham. “We’re excited by this partnership’s potential to offer privacy-safe contextual targeting for Eyeota advertiser partners across verticals."
How Semasio’s Semantic Profiles Power Audience Creation
The power of this new offering lies in Semasio’s powerful semantic profiles, which are aggregations of prominent keywords and content that are deterministically observed of users across sites and pages over time. When Semasio converts an audience into a contextual segment, the system aggregates the individual users’ semantic profiles into a single shared semantic profile. This process effectively identifies which keywords and webpages are overrepresented amongst these users as a cohort. As a result, the final contextual segments are both deterministic and probabilistic:
- Deterministic: The final segment will contain sites and pages that Semasio has historically seen users visit.
- Probabilistic: The final segment will also contain sites and pages that the users are likely to visit based on their semantic behavior. Because Semasio understands the keywords overrepresented within the group, it can extend that insight by identifying online destinations where that semantic behavior is present.
How Eyeota Marketplace Clients Can Activate Contextual Audiences
Eyeota’s marketplace partners’ data, including Affinity Answers, Alliant, Claritas, IXI (Equifax), Lifesight and more will be available contextually through The Trade Desk, PubMatic, and Xandr.
“In an era where privacy-first advertising is more important than ever, Contextual Audiences, powered by Semasio’s semantic profiles, provide advertisers with a scalable and privacy-compliant way to engage consumers,” said Eyeota VP of Global Partner Success and Operations Jess Saunders. “By aligning ads with content consumption patterns rather than user identifiers, this solution enhances relevance to ensure that messages reach the right audiences at the right moments.”
In addition to enhanced relevance, the ability to extend audience reach beyond deterministic insights into probabilistic opportunities creates new pathways for engagement without sacrificing precision. As third-party cookies continue to fade, this approach helps advertisers future-proof their targeting strategies while maintaining the scale needed for impactful campaigns. With seamless activation across partners advertisers can confidently drive performance while respecting consumer privacy.
Interested in exploring these new Contextual Audiences? Connect with the Eyeota Data Desk to request your custom audience targeting strategy today. Our Data Desk encompasses a team of audience specialists dedicated to providing tailored audience recommendations based on your campaign goals. Our team has access to more than 60,000 audience data profiles in the Eyeota Audience Marketplace, categorized by vertical, consumer lifestyles, and seasonal events.
Our team of audience specialists act as your data expert, sending custom audience targeting recommendations for multi-channel marketing on audio, connected TV, display, digital out-of-home, mobile, retail and social media networks, ensuring you reach the right audience at the right time.
If you are a data partner looking to distribute your audiences through the Eyeota marketplace, including Semasio contextual collaboration, contact datapartnerships@dnb.com.
For more information on Semasio, reach out to datastrategy@semasio.com.
