Audience Segments

Personal DNA describes the users who click on your ads

Ad networks often spend expensive time working out the categories for the publishers they represent. You categorise websites by content, often with manual and inefficient effort.

Advertisers are trying to reach an audience, not just content pages. Grapeshot DNA offers you the ability to categorise both content and users according to any ad campaign categories you desire.

The Grapeshot DNA technology becomes part of your ad tag call that you send over to publishers and other agencies. You do not need to swap out ad tags on publisher sites. Instead you use a standard HTTP referrer process to use a generic ad tag with the Grapeshot DNA script inside.

An example of a Helios IQ ad tag, below, shows the key=GS_CATEGORY parameter, where the Grapeshot DNA technology inserts the campaign category into the ad call, automatically, and with no interruption to the user's browsing experience.

The audience that sees your placed ad can be described by the successive Document DNA extracted from the pages they have seen across your network. No URL history is stored for each user, just a pool of words, which Grapeshot can cluster into sub-themes.

Grapeshot Personal DNA stores an ever changing group of words around each Cookie ID with no need to capture URL history, IP address or any Personally Identifiable Information. Just Cookie ID and some words.

When ads are to be served, Grapeshot transforms the pertinent sub-cluster of the Personal DNA into a campaign category, and makes the request real-time into your industry standard ad server - just like the Helios IQ example above.

Including Grapeshot DNA in your ad call helps you to target certain campaigns to particular pages or user groups - with no effort on your part. Your network can be a contextual and behavioural network overnight - with no additional IT set-up or integration work involved.

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Grapeshot's Document DNA

Grapeshot's Personal DNA

Grapeshot deploys advanced implicit search technologies to read the context of documents and build real-time profiles of users to target better online advertisements or content recommendations.