Grapeshot DNA

Personal DNA themes the user's interests

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.

Grapeshot's Document DNA

Grapeshot's Personal DNA

WordRank

Grapeshot has software developed upon advanced Bayesian algorithms to identify concept and meaning in each document. It evaluates significant words, not by frequency inside a single document, but rather across a wide corpus of words. Grapeshot calls these “significance” algorithms WordRank.

Grapeshot can extract the WordRank terms of a document and create a “document DNA” signature – a contextual fingerprint for that one document.

Turning Publisher Content into Keyword or Category Advertisement Requests

The document DNA can be mapped to a ranked set of categories, in real-time. Each category is scored with a percentage confidence of mapping. It means publishers can quickly, and automatically, categorise each page to a suite of categories that might map to their own advertising categories, or those used by third-party ad networks. Grapeshot can also output the most significant keywords, as well as categories.

Personal DNA

To get personal, the original ad tag requesting an advertisement placement can be used to gather other HTTP data such as cookie IDs. This then means each document DNA can be accumulated to a user’s cookie ID and successive page views used to build a historical pattern of content consumption by that one user.

Blending Context & Behaviour

In real-time, the context of the document a user is reading can be combined with the context of his or her past page views – providing a powerful behavioural dimension. This “Personal DNA” keeps abreast of the changing interests and nuances of each user, as he or she views pages across the publisher sites or network. The individual’s DNA summary can be themed into sub-topics thereby identifying specific areas of interest for that one user.

The Grapeshot “Personal DNA” webservice uses WordRank and document DNA extraction technology to define a rich tapestry of user-centric behaviour – by drawing together the contextual value of successive page views by each user.

Grapeshot’s unique blend of contextual and behavioural sampling provides both keywords and categories to be sent to an ad server.

Audience Segments

The publisher can use Grapeshot technology to understand the DNA behind each user – a more granular way to segment an audience into themed interest groups and strengthen any sales pitch back to advertisers.

Grapeshot technology sits between the ad tag that already exists on a publisher page and the ad serving platform. The ad server may have rules and logic that enables or disables certain ads appearing on certain publisher websites: Grapeshot simply improves the keyword or category requests into the ad server. The ad server itself will mediate between advertiser rules, publisher rules, time of day, location and other variables to make the final advertising placement decision. Grapeshot uses contextual and behavioural document DNA to make more informed keyword and category decisions within the short time window (milliseconds) necessary to place the ad request.

Grapeshot is working with a range of publishers and ad networks to leverage the blend of contextual and behavioural information. To enjoy our technology platform and increase the ROI of ad placement or improve audience segmentation, please contact us for a more detailed review of operations and capabilities.

ROI is delivered by providing more relevant recommendations and a more personalised ad experience to each user.

Personal DNA – turning ad noise into personal relevance