Privacy-first targeting without losing control of publisher data

Empowering publishers to own and control Audience  

Publishers now own audience creation, but how can they effectively protect their audience insights and the privacy of their users?

With cookies phasing out, advertisers and brands are leaning into publisher derived audience buying and contextual targeting. While the demand for things like Seller Defined Audiences (SDA) and Google Topics API are nascent, Publishers maintain the durable connection and consent with the users that brands want. Yet publishers are wise to hesitate to sell audiences or provide data to major 3rd-party audience providers.

The growing concern is that publishers could advantage their competitors or vendors by inadvertently handing over data. If audiences are built off of publishers’ first-party data and used to enhance audience insights for competitors or vendors, their data becomes a weapon against the monetization of their own audience reach. 

How Netra solves publishers’ concerns

As an enterprise AI platform, Netra is agnostic to our clients’ data and clients own their data. Once Netra is engaged, we only process data through our API to return a JSON file. We do not store or cache any client data or create audiences from our client data (we are not in the media or data sales business!).

Netra delivers understanding in the form of comprehensive metadata based on the taxonomy of items we have trained our computer vision to identify and flag to our customers. Our API output is designed for a multitude of uses in monetization, analytics and editorial – all of which our clients fully control and own. All of which can leverage the same JSON comprehension file we deliver.

How clients can implement our API to create audiences

With Netra’s computer vision technology, publishers can create audiences based on the context of their content viewing without exposing PII data (we hand publishers the metadata about their content to help them categorize it into audiences). If an advertiser, for example, is looking for “Shark Week” enthusiasts for potential scuba diving hobbyists, the publisher can use Netra to identify first-party users that reviewed similar content to “Shark Week” by seeking similar keywords and identifiers: “shark,” “scuba diving,” “vacation,” etc. The publishers can tag these users and create a relevant audience for targeting, without sending the individual user ID to the advertiser or vendor. Further, this data can be used for look-a-like audience creation that further dilutes PII concerns. Publishers are able to create highly targeted audiences to solve advertisers' needs without revealing or compromising personally identifiable information, all based on content viewership.

Learn more

Netra’s technology offers a full comprehension of all text and imagery on each page. It extends further through our Computer Vision (CV) technology into the full depth of context within video assets through frame-by-frame analysis on content detection, brand safety, emotion, and affinity. 

Our vision is to empower media stakeholders to harness the massive amount of proliferating video content and turn it into an advantage. 

Contact us if you like to discuss opportunities to create breakthrough applications in contextual CTV targeting.

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