A platform enabling advertisers to package supply across sellers and bundle it with contextual data
London and Berlin, 10th March – hyScore, the contextual targeting technology company has partnered with Xandr Curate, AT&T’s advanced advertising marketplace, to offer semantic programmatic advertising campaigns to customers using Xandr’s DSP and Curate. Advertisers can now enable cookie-less targeted advertising through data-layered curated deals across multi-seller inventory in Xandr’s marketplace.
This partnership is a significant and timely boost for advertisers, providing a proven way to do targeted advertising with ease at a time when most options will be restricted given the recent Google announcement. Through Curate, agencies and brands will be able to execute contextual targeting campaigns without cookies, restricted data and tracking. hyScore’s Advanced Contextual Targeting (ACT) segments can also be accessed through any major DSP, allowing brands to target the most relevant audiences whilst giving end-users a positive ad experience.
Additionally, as more inventory moves from direct channels to programmatic channels, buyers are moving from buying on the open exchange to private marketplaces or “deals” as they are looking for safer ways to buy and have better access to premium inventory.
hyScore’s technology goes beyond keyword targeting and categorization. By combining additional NLP analysis such as sentiment, emotion and semantic matching together with constant campaign optimization, we are able to generate 50-400% higher performance than all other targeting methods.
Miriam Thome, Director, Marketplace Management, Xandr says: ““We are pleased to be partnering with customers like HyScore to deliver a new solution in market. Xandr Curate makes it easy to package and price proprietary assets against Xandr’s global supply footprint into an exchange-level deal ID that’s tradeable through any DSP in the market.”
Nandi Gurprasad, CCO of hyScore added: “With the Xandr Curate technology we are now able to offer our contextual data to a broader userbase seamlessly and at scale. With limited options for targeting and use of IDs (Google has now made this clear), contextual has proven to be highly effective and future-proof. This partnership now enables advertisers to benefit from our 100% cookie-less semantic targeting segments and increase their campaign performance significantly.
Founded in 2017 by AI and AdTech pioneers, hyScore worked closely with publishers and advertisers to develop our AI for cookie-less contextual advertising. With the elimination of cookies and stricter data regulations and use of IDs, we have fine-tuned our ML to reduce media wastage and drive significant performance through our advanced contextual targeting solution. We partner with leading advertisers and agencies like Dentsu, Publicis and Fluency as well as platforms like Xandr and BurdaForward for semantic programmatic advertising.