Technology API
Our fast Grapeshot API turns a URL page within milliseconds to a set of weighted keywords and "virtual" category segments. Our API returns contextual "DNA" for your own platform to harness.
Partners use this Grapeshot "DNA" output of weighted keywords to empower their own data models and back-end systems with a layer of contextual relevance. The Grapeshot "DNA" can be matched in real-time against live advertising categories to find the best match ad campaigns for that single pageview or user. The webservice outputs help Grapeshot partners to define audiences and target valuable URLs at cost-effective bid prices.
Co-locating the Grapeshot DNA web service inside a partner's own server farm reduces internet latency time costs and takes full advantage of Grapeshot's single digit millisecond speed to get contextual intelligence inserted within a partner's proprietary advertising or content-serving platform.
Buy-Side
Demand Side Platforms (DSPs) aggregate suppliers of ad inventory into actionable strategies for media-buying.
Cookie pools and user retargeting dominate the platforms today, as buyers pay high auction prices to win the opportunity to target a user they have already seen. But known cookie user pools are often just 5% of the whole audience.
Instead of simple cookie retargeting, Grapeshot captures the contextual intelligence of the URLs in which ads get served, to define new audience segments based on the interests people habitually and repeatedly read. Knowing which users prefer "Celebrities", "Football", "Weddings" or "Cricket" helps to build an audience map of target audiences without the prior requirement to already know the cookie user from a merchant's site!
Grapeshot contextual intelligence can help trading desks build valuable audience insight to impact their subsequent media-buying and targeting activities.
Sell-Side
Contextual intelligence helps sell side publishers to package up niche virtual segments of valuable content and audience based on the specific campaign briefs of the advertiser.
A campaign targeting the Olympics agenda, does not need to locate Olympic websites, or Olympic editorial sections in advance of a campaign "go-live". Instead the buyer can be sold a niche Olympic segment that cuts right across a distributed array of publisher websites and news content. Grapeshot establishes the "DNA" of the URL and the audience topography in real-time: enabling the seller to quickly offer the marketplace relevant channels flexibly crafted for specific advertiser campaigns.
Grapeshot has direct API links with the Admeld and Rubicon (SSP) Supply Side Platforms.
Automatic Content
Large portal owners use the same Grapeshot API to power automatic editorial selected for contextual relevance using our real-time "DNA" algorithms.
Rather than embed links to pages using humans, Grapeshot can be used to ingest a variety of XML/RSS feeds, or crawl specific whitelisted sites, to combine a rich mix of content into a single pool of content. All the content is profiled by Grapeshot, and matched against the pages which users read. As a user navigates a portal, relevant content is placed on the page based on particular subjects, people and concepts profiled by the Grapeshot "DNA" technology.
Working across Video On demand (VOD), music tracks, lyrics, seat bookings, Ebay products and video clips, Grapeshot can create a rich media canvas of relevant editorial, without the need to have large editorial teams manually stitching together online experiences using rigid hyperlinks. The Grapeshot contextual algorithms do the work instead.
For example, the Virgin Media content management system simply templates the look and feel of the user's page, whilst the Grapeshot API calls decide the relevant mix of content to be automatically placed within the designed template, across all TV, Movies and Music online experiences.
