08.17.2017 MarTech Today
Taykey unveils free version of its real-time audience data tool for interest targeting
As a restricted version of its Intelligence Pro offering, the free tool shows what topics most interest specific types of users.
Audience data platform Taykey is today launching a free version of its Intelligence tool.
Previously, the tool had been available as a monthly subscription. The free version offers real-time data about consumer activities on websites and social networks, although users must choose from Taykey’s predefined commonly used audiences — such as “tech enthusiasts” or “millennials” — instead of creating customized segments like “men who are interested in comics and football,” as they can do in the paid subscription version.
The data is intended to show marketers what most interests audiences, so that ads can be targeted around those interests. The free version queries data for the past 30 days, while the Intelligence Pro version goes back to 2015.
Taykey’s proprietary data set analyzes publicly available social data on Twitter, Facebook and other social networks, as well as engagement (such as comments, shares and likes) with content on selected sites, blogs and wikis.
Founder and CEO Amit Avner told me via email that his company’s platform fills a gap between social listening and audience research, since Taykey looks at real-time conversation and engagement across the web from the perspective of various audience segments.
“So,” he added, “a marketer can use our intelligence platform to understand what millennial female music fans are interested in right now [and] can then choose to immediately target their media to content surrounding the same topics, using Taykey Data for Ads.”
This is the first time Taykey has offered a free product, although it also has an open Trend Pulse tool on its website, showing real-time stream of general trends.
Avner said a free version is being released so that people “can really dig into our data on their own with no commitment.” If they like it, he noted, they can upgrade for more customized segments and a larger data set.
The New York City-based company is also today releasing its 360 service, which provides Intelligence Pro plus Data for Ads targeting segments on an unlimited basis for YouTube ads or via the marketer’s demand-side platform (DSP), for one monthly fee.
Taykey 360 bundles together the company’s two main products: its Data for Ads targeting suite that turns the audience data into lists of related videos and articles that are pushed to an advertiser’s buying platform, and Taykey Intelligence, in the new free version and the premium Pro.