10.05.2017 MarTech Today
Taykey launches Smart Whitelist that plugs into DSPs for brand-safe ad targeting
Real-time content scanning delivers relevant ad placement options based on user engagement data.
Real-time audience data company Taykey has announced the launch of their Smart Whitelist offering, available as a new data layer for DSPs.
The Smart Whitelist solution is aimed at helping programmatic buyers who are increasingly faced with trying to ensure that the content ads appear next to meets brand safety standards and avoid potentially controversial placements. Doing so at scale can be a challenge, with buyers reverting to tactics such as producing static whitelists of trusted sites. These types of manual workarounds can limit the scale and reach of media buys.
Smart Whitelist uses a “wisdom of the crowds” approach by relying on trending and relevant content to aid in supplying placement options. This new data layer is provided by Taykey’s patented AI, produced by scanning content across multiple website types to identify trending and engaged content topics.
Each topic produces a list of URLs. Those lists are then sent to participating DSPs for ad targeting. Scans are done throughout the day and continually flow to the DSPs to keep the content fresh as interests and engagement change and fluctuate. As added protection, a natural language processing layer is applied in real time to further review placement quality.
“Billions of data points are generated every day by consumers engaging with content across social media platforms, websites, blogs, and wikis,” said Amit Avner, founder and CEO of Taykey, in a statement. “In aggregate, this data is a powerful and dynamic indicator of consumer interest and sentiment. Taykey believes it can be harnessed to allow consumers to speak for themselves with regard to what quality content really means.”
Smart Whitelist was tested across more than a dozen campaigns over a three-month period with promising results: 43 percent better viewability, 13 percent improvement in time spent with the ad and 45 percent less invalid traffic.