Semcasting Gets Patent for Linking Audiences with Ads

US-based cookieless targeting specialist Semcasting has received a new patent for an ad targeting system based on 'IP Media Zones', which integrate contextual audience preference with marketers' identify graphs.

Semcasting offers data solutions including identity resolution, audience design and attribution, as well as cookieless targeting and first-party data onboarding through its multi-touch identity resolution approach and Smart Zones technology. This method is not dependent on a proprietary common identifier or a single match type, but instead spans multiple online and off-line identifiers in real time.

The new patent's title is 'System and Method for Linking Qualified Audiences with Relevant Media Advertising through IP Media Zones'. The zones in question allow marketers to automate their first-party audiences and impressions activity based on a broad range of data: site lists, historical and trending keywords, people, places and organizations - all linked to their audiences' digital identity for each campaign. Media Zones is based on the use of 'genetic algorithms' which statistically analyse more than 260 million online user IDs, and more than 40 billion daily impressions. Keyword lists are derived from big data analysis of the audience membership, weighted according to their demographic profile and historical online site engagement.

Ray Kingman (pictured), Semcasting CEO and founder, comments: 'Semcasting is wholly committed to helping the programmatic industry realize its promise of efficiency and reach. Our goal is to simplify the process of reaching the right person, at the right time, in the right place and at the right price. This new patent solidifies that our IP targeting capabilities and methodology are unique and positioned to serve marketers in a cookieless environment - both today and in the future'.

Web site: www.semcasting.com .