Spectrum, Twelvefold Media’s managed service designed to target ad messages in real-time based on understanding consumers’ intent around the content they’re consuming, now is offering a self-service version of the platform. (See The Semantic Web Blog’s earlier coverage of the platform here.) With Spectrum 3.0, trading desks, clients and marketing cloud companies can use Spectrum’s listening and indexing capabilities — algorithms for determining why someone is reading a piece of content at that moment in time and for scoring millions of URLs daily — with their own bidding rules. It will continue to offer Spectrum as a managed service for always-on and spot campaigns, as well.
The wizard that used to be behind the process of understanding the mindset of the content to target – based on a series of data inputs stemming from Spectrum’s advanced understanding of natural language on the page, from which targeting schema are created – now operates in the background, so users aren’t required to enter in keywords or phrases to go up against. For instance, a smartphone vendor, leveraging an article on Apple slashing iPhone 5c orders, can add that URL to the system to go up against Spectrum’s big index of the visible web to find relevant pages like that one, says Mike Campbell, VP, product at Twelvefold.