OMG Germany and OMD Netherlands partnered with PubMatic and Semasio to improve audience addressability and increase campaign reach in a market with declining third-party cookies and growing privacy concerns.
By integrating Semasio's contextual targeting and audience segments in PubMatic's sell-side platform (SSP), they aimed to boost mobile web and in-app campaign performance.
Goals
Improve audience addressability
Increase campaign reach
Approach
Activate Semasio's audience and contextual segments in PubMatic's SSP: Integrating Semasio's data segments in the SSP allowed for better targeting and increased campaign efficiency.
Test performance of mobile web and in-app campaigns with Semasio segments in SSP vs. DSP: The partners compared the performance of campaigns using Semasio segments in PubMatic's SSP to those using a demand-side platform (DSP).
Use a semantic approach to build both audience and contextual targeting strategies: Semasio's semantic targeting enabled the advertisers to build audiences and contextual strategies without taxonomical limitations, allowing for data-driven contextual strategies based on seed audience insights and shared user behavior.
