Quintesse has launched as an advanced contextual intelligence platform, aimed at meeting the need for pro-privacy targeting solutions in a CCPA, GDPR world. The new business from Vibrant Media offer brands and agencies transparency into the contextual suitability and safety of their campaigns and customized targeting tools to optimize and scale without the need for third-party data. For publishers, Quintesse helps increase monetization opportunities by exposing high-value, cookie-free media inventory.
“A new era of privacy legislation is forcing the advertising industry to pursue alternatives to third-party cookies as the primary method of targeting audiences,” said Doug Stevenson, CEO and co-founder. “Google’s decision to phase out third-party cookies in Chrome will accelerate the move towards cookieless browsing. The market is shifting towards contextual targeting offerings such as Quintesse, which provides contextual intelligence for precise targeting regardless of the availability of audience data.”
Quintesse utilizes natural language processing (NLP) and curated machine learning for the most comprehensive contextualization of web pages, protecting brands from unsuitable content and unlocking valuable media inventory to drive real ROI.
Quintesse offers:
-
Increased Reach and Scale – The ability to unlock new inventory through cookie-free contextual intelligence, dramatically reducing “false positives” frequently produced by widely used “keyword-matching” technologies.
-
Maximum safety through complete contextual coverage ,utilizing computational linguistics to understand entire editorial page content, not just keywords in URLs.
-
Detection of content changes in real-time, to find new topics and protect your brand from threats buried within comment sections and frequently updated content.
Recently, Quintesse identified for a client in the pharmaceutical sector that the organization had 24% of its impressions appear in unsafe environments and 64% of the brand’s inventory used to deliver the campaign was within irrelevant web content. “Brands are currently vulnerable to ad placements within unrelated and potentially harmful media environments,” said Stevenson. “Through Quintesse, we saw a great opportunity to go beyond the blunt brand-safety tools on the market and provide ways to tackle new challenges being faced with user-generated content and wasted impressions through ‘false positives’.”
