Marketing

How marketers reach relevant target groups – eCommerce Magazin

After the end of the cookie era, the advertising industry needs new ways to identify and target its customers. But the problem is not just the lack of consideration for protecting the privacy of users. Automated online advertising is hardly noticed and advertising messages can quickly appear in the wrong context. This is where Seedtag Lab comes into play. The service helps brands to easily implement contextual advertising. Customers receive contextual insights and analysis results that they can use to optimize and maximize campaign success.

The results are based on the LIZ contextual AI technology developed by Seedtag. With it, brands can first create a tailor-made content strategy in order to understand the interests of the users. In this way, the contextual target group can be defined without cookies. Seedtag Lab is also in the next stage of the 100 percent integration of the German advertising specialist Recognified, which Seedtag took over at the beginning of 2021.

Contextual advertising: this is how Seedtag Lab works

The lab program is based on the expertise and data from Seedtag. This enables advertisers to better understand the needs and user behavior of consumers. Seedtag uses its data to create brand-specific, contextual segments and to create a content universe. In this way, brands can place their advertising in a more targeted manner and at the same time understand the competition in order to set themselves apart from them in a targeted manner. The fact that the advertisements match the real-time interest of the users exactly means the effect is high.

Seedtag Lab is divided into three main phases:

  1. Pre-Campaign: A universe for contextual advertising is created here in order to identify trends, develop the content strategy and contextualize advertising media.
  2. Start of the campaign: Seedtag Lab shows the ads in the most relevant places in the Seedtag network. This is optimized to produce maximum results while keeping the client’s main goals in mind. Weekly reporting and a mid-campaign learning session ensure success.
  3. Evaluation: As soon as the LAB campaign is completed, the results can be analyzed using a series of evaluations. These range from measuring user perception to insights and competition analyzes. Because data protection-friendly communication is only effective when brands understand their contextual target groups. Brands can do this through Seedtag LAB’s technology and database. This creates a content universe to create campaigns based on individual KPIs.

Changes in advertising require cookie-free solutions

Jorge Poyatos, Founder and Co-CTO of Seedtag, explains: “The changes in the advertising industry are forcing brands to find cookie-free paths. For this reason, contextual advertising is the most effective way to target users on the web. Many platforms try to use contextual possibilities and begin to understand individual URLs. Seedtag’s Contextual AI takes it one step further after seven years in the industry. It provides brands with contextual information at the network level to help them define target groups that will maximize the effectiveness of their campaigns. ”

Paul Goldbaum, CTO at Seedtag, adds: “We launched Lab to give our customers the opportunity to use the full capabilities of our contextual KI LIZ. It’s a program for brands that want to get the most out of contextual advertising. With Seedtag Lab we want to ensure that our partners communicate with users, that they appear in the most relevant content environments and that they are completely data protection compliant. ”

The Seed day specializes in contextual advertising. The online advertising provider develops efficient and engaging solutions for relevant, premium visual content that increase targeting and sales for publishers and advertising brands. The company’s contextual AI enables brands to engage with consumers within their worlds of interest on a cookie-free basis. (sg)

Also read: Marketing in e-commerce: how retailers can use the end of third-party cookies