Grapeshot is able to categorise content across a network or portfolio of sites, creating unique channels from previously unsegmented content.
Due to the sometimes disparate nature of sites across a portfolio or network, finding common content for a cross-network sell has proved difficult. Uncategorised content from publishers does not command the kind of price which the segmented, premium content sold by publishers can.
Grapeshot contextually analyses all URLs within the network to ascertain their editorial DNA. This enables networks to take RoN inventory and segment it by core category thus creating brand new, premium, virtual channels to sell at a premium price. Grapeshot can also create unique channels to answer a client's brief across the entire portfolio for a bespoke, proprietorial solution.
Crucially, this gives any network or sales house virtual control over editorial content, as all categorisation happens virtually as well.
By acting as a 'lens' through which to view content, Grapeshot is able to identify the keyword essence of each URL to unlock the true contextual value of every page.
With a huge volume of inventory to sell, it is vital to Networks and Premium sales houses that content is analysed and optimised to deliver the greatest margins possible.
Grapeshot is able to gather intelligence on the topography of all sites within a portfolio to uncover hidden value by ascertaining the specific editorial nature of each page. This increases efficiencies when both buying and selling inventory, which can also be facilitated via RTB platforms.
Over time Grapeshot works as a data accumulation tool, a contextual layer highlighting additional value in a portfolio by ascertaining the best performing URLs which can in turn command the greatest premium.
Grapeshot can also insert a hybrid tag into all creative served to data mine the portfolio's entire inventory, providing proprietary data to enhance the sell on a network of sites.
Networks and sales houses are able to utilise Grapeshot to unlock whole new audiences and mine data to further augment their portfolio sell.
The rigidity of fixed vertical channels has historically prevented brands accessing audiences who would not normally engage with them in their traditional editorial environments.
Through delivering 'virtual' channels across an entire portfolio, Grapeshot is able to deliver a brand to a completely new audience within an editorial environment and context in which the user is engaged, which is also contextually relevant to the advertiser.