Personal Profile

Personal DNA captures the essence of each user

Grapeshot DNA provides a useful tool for personalising internet content, without invading user privacy.

Grapeshot DNA uses the page views of users to help gather a set of words around each Cookie ID. Grapeshot DNA does not store a URL history for each Cookie ID - that would be an invasion of privacy, as well as unnecessary additional information to store.

Grapeshot DNA extracts top keywords from a live page view, defining the Document DNA for that page. Then some of those words, ranked by weighted significance, are chosen to be placed alongside the Cookie ID - so a Cookie ID just has an ever changing rotation of words behind the single ID - which itself is a random number with no link to Personally Identifiable Information.

These words are a summary, or abstract, for each Cookie ID. It is what we call the Personal DNA.

Grapeshot DNA is a revolutionary way of being personal to the user, without the need to understand browsing history, or any particular information about a user. There is no need for Grapeshot to log IP addresses, nor URL history for each user. Most web servers on the internet store more information about a user than Grapeshot DNA ever can.

Every user has a variety of browsing patterns - so you may have a favourite football team, or just this week be checking out the latest technology from Apple Computers. This ever changing flux of content is processed by Grapeshot DNA into a select set of words that are clustered real-time into sub-clusters, or themes.

When delivering an ad, Grapeshot DNA can process both the Document DNA of the page, as well as the Personal DNA of the user. It can also blend the two - so that a page about Steve Jobs and Apple Computers (the Document DNA) can be fused with a user's sub-theme about MacBook laptops (the corrsponding relevant part of the Personal DNA).

Blending contextual with behavioural is important when the Cookie ID or machine identity (set-top box) could actually record several sub-themes of multiple users, rather than the one user. It is important to make recommendations of ad or content that relate to the current user's activity.

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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.