Start-Up Watch COD: Proximic improves results through the power of granular contextual and audience data

Posted by Jim Nichols on April 22nd, 2011 at 12:01 am

If site and audience data are key tools in the effort to get better results from online ads, it stands to reason that more precise data may make a real difference in results.

That’s what Proximic describes as its value proposition. Proximic provides more granular contextual and audience data to DSPs, networks, pubs and SSPs. The offering is based on real time analysis of the content of a page and the precise interests of your target audience. Think about their data in the context of three layers.

  • More specific contextual data: Proximal offers more contextual buckets than most data vendors. So, for example, not just sports by extreme sports or snow sports. While this might have only minimal value for a brand aimed at M LDA-34, it could have profound value for products aimed at more specific sports audiences. You don’t want to try and sell skis to pro soccer fans. Or at least you might not want to. In toto, the company says that it matches content across “hundreds of thousands” of categories and reverse engineers that match to the keywords and concepts you care about.
  • Highly specific brand safety data. Not just porn/no porn. There is a rating system for content maturity, violence, negativity, language, alcohol consumption, and the like. Perhaps for you G rated is essential. For another brand, the idea might be PG 13 or even R, but no X. That kind of granularity might prove very valuable if you’re selling Maxim versus Boys Life subs.
  • Rich audience interest data. By collecting information about what prospects are examining, the platform can help refine contextual parameters AND expand the range of sites in your buy. This, it promises, can grow focus AND scale. Given the correlation between user engagement and content, ad performance climbs when the user sees ads on content that is more likely to strongly reflect their interests. According to Proximic, that granularity opens up a lot more mid and long tail sites to brand advertising, which grows reach and drives down CPMs.

Here’s their elevator video:

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One of the interesting twists about this data solution play is that its contextual analysis is not based upon linguistic algorithms. This means that its power is not limited to English language pages. Instead, a global brand can reach its audience across nations, languages, and cultures, focusing instead on the contextual interests that are most closely associated with brand response.

Available through the DSPs as well as to networks, pubs, and SSPs, Proximic would appear to offer benefits to the sell side in that it enables greater real time understanding of what is on all pages, so that their true value can be monetized.

One thing that I think is clear is that more brands will be widening their site selection parameters. Because audiences don’t cluster in such large numbers on the top sites anymore. Clearly Proximic exists to help brands go broad AND deep.

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One Response to “Start-Up Watch COD: Proximic improves results through the power of granular contextual and audience data”

  1. Proximic says:

    Jim… thanks for submitting this post on our company and taking the time to further point out some of the benefits of utilizing Proximic's contextual analysis to really make an impact with display campaigns.

    One particular area that I want to point out is how our solutions address the growing application of RTB by more buyers. The need to be contextually relevant and brand safe in such a dynamic buying environment is important to bring buying confidence to the ecosystem. Brand protection is more than just stopping an ad from being delivered to the wrong page, it's also about making that ad be contextually relevant to the consumer of that content page. Contextually relevant ads take on the property of being content and is a better overall experience for the end user, the publisher and the advertiser. That holistic perspective on data for a long time has not been validly understood nor technologically available to our customers.

    At Proximic, our ongoing mission is to continually deliver deeper, richer contextual data and applications and have our data empower ever more advanced contextual-based solutions for the advertising ecosystem. Thanks again for submitting your article and if we'll keep you on our product development update email list so you will be among the first to know of new Proximic products hitting the market.