smartclip launches new audience-based advertising solution for secure, non-identification targeting


smart clipthe advertising technology platform of RTL Grouplaunched smart Audiences, the next-generation targeting solution that meets the growing demand for non-intrusive targeting practices.

smart Audiences integrates two proven cornerstones of secure advertising into one streamlined offering: online and offline demographic data and contextual targeting capabilities. The new offering represents a viable alternative to cookie-based targeting by ensuring advertisers reach narrowly defined audience segments without infringing on user privacy. Therefore, smart Audiences is an ID-less targeted solution that is fully GDPR and CCPA compliant.

With smart Audiences, advertisers can now reach predefined, personalized, and multi-layered target groups that represent marketing-relevant consumer segments without leveraging privacy-sensitive data. Ten predefined target groups — or “personas” — have been developed to meet the needs and demands of advertisers. These personalities encompass a wide range of interests and reflect realistic consumer behaviors.

The predefined segments range from tech and business oriented audiences to peer groups who value their privacy. Technology and business-oriented groups can include tech enthusiasts – who love gadgets and are regularly among the pioneers and trailblazers in terms of technical innovation – and affluent professionals – who hold leadership positions and follow near the stock market. More social and trend-driven segments include modern families, who focus on sustainability and maintaining a healthy work-life balance, and interior design enthusiasts, who follow the latest trends in home furnishings. arts and crafts.

In addition to the wide range of predefined personas, custom target groups can be created on demand. All target groups are based on two pillars: smart SocioDemo and smart Context. Additional pillars will be added to ensure the best possible targeting options while respecting user privacy.

smart SocioDemo

smart SocioDemo targets audiences trained on socio-demographic signifiers, and segments the population into a micro-network, including social status and geographic location. Online marketing is connected to offline data from various validated sources. smart SocioDemo accurately segments geographic micro-areas by leveraging data such as average age, household size, and income.

This innovative smartclip product is based on a partnership with Global Data Resources (GDR) and their targeting solution IDFree. IDFree targeting has proven to be very effective in pilot campaign testing in Sweden, Norway and Finland, showing an index increase of 250 to 350 depending on the target group.

Smart background

smart Context is a secure alternative for reaching relevant audiences, matching specific tastes and preferences. Instead of relying on cookie technology or personally identifiable information (PII), smart Context allows advertisers to target ads based on site, page or app content. Relevant advertisements appear when the user views the relevant content. Targeting is not based on past or anticipated interest, it is based on the user’s current interest, reaching them at the time they engage with the topic. Using a combination of machine learning and artificial intelligence (AI) technologies, smart Context determines which categories to assign to each site, page or application. These category definitions are based on the IAB taxonomy and provided by DoubleVerifya leading software platform for measuring and analyzing digital media.

“Privacy and targeting are often seen as opposites, but that’s not necessarily the case. We do not need to know every site a user visits in order to effectively target specific user groups. The smart Audiences solution is proof of that,” said Thomas Servatius, Co-CEO and Managing Director of Platform and Technology at smartclip Europe.

“Local targeting allows advertisers to effectively capture audiences based on the social sphere they have chosen. By targeting content based on demographic information in content that matches the advertising brand and environments the user trusts, we create a beneficial advertising experience for users and advertisers. »

smart Audiences also allows advertisers to respond to the growing number of users and browsers that do not support third-party cookies by omitting cookies as a data source. Smart Audiences can be used for both direct campaigns and guaranteed programmatic offers.


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