MAGAZINE RATECARD #38 #PRAGMATIC BY RATECARDFOCUS ON DIGITEKA, MOOZOO, GOLDEN BEES, SIRDATA, SPOTX
Semantics to enhance consumer knowledge
During our interview, Benoît Oberlé, Sirdata’s CEO & Founder shared with us this observation on which the company’s offer is based. “In 2019, we are gradually witnessing a shift in targeting, user based to context/content based. The tools we have been using to analyze the content of a page and that made sense of an URL are now useful for content-centric targeting, without personal data. Sirdata observes the raw browsing behaviors and processes the pages visited through its semantic analysis and scoring in order to detect purchase interests and intentions of web users and infer audience segments. These segments are then shared with brands through their different tools (DSP, SSP, DMP, CDP, CRM etc…) and helps them to address more precisely their advertising messages”.
How does it work ?
By analyzing and categorizing web content through the IAB taxonomy, Sirdata makes it possible to address a contextual advertisement – in other words related to page content. This know-how allows as well the company to exclude categories of pages or websites that would represent a risk for brand’s image.( eg. Adults content) and thus ensure brand’s taylormade message to be displayed in a safe and quality based content.
And what’s next ?
For 2 years, Sirdata has made a real shift by helping companies to build skills on topics such has contextualization or privacy. With this experience, the company has chosen to form a team dedicated to consulting, technology tool deployment around privacy.
As a french company, Sirdata is located in Paris with a London sales offices in charge of company’s promotion to local publishers and brands, agencies. The company is now preparing to scale in other countries through new languages, keen to work on contextual targeting versus user based targeting. Sirdata’s semantic processing engine already processes websites in French, English, German, Spanish.