Twelvefold Makes Programmatic Platform Self-Serve, Relies On 'Mindsets,' Not Cookies
Twelvefold on Wednesday announced the launch of a self-service version of their programmatic platform, Spectrum 3.0, which means any brand, agency, or trading desks can now use the platform. The company launched a self-serve version of Spectrum as a result of demand from trading desks and brand clients.
The company says the new Spectrum platform can track, in real-time, at the page level of sites without using cookies. Instead of cookies, the platform uses the content of pages — and the mindsets that content creates — to target audiences. Twelvefold claims to offer the only programmatic platform that uses this approach.
"We target audiences at scale by understanding the mindset content creates with its audience," Dave Hills, CEO of Twelvefold, told RTM Daily. "Our assumption … is that if we can understand why someone is reading content at a particular moment in time, the combination of mindset and time is a strong indicator of intent."
The company uses their own algorithms to track content and user interaction at the page level. The algorithms can track back up to 18 months and forecast up to 24 hours what the mindsets of specific audiences will be like on specific pages.
The platform is build with AppNexus and Google Open Bigger as their two main access points to the exchange environment, Hills said. He shared that 93% of the trades that happen on Spectrum today are programmatic.
The platform has access to Web and mobile Web inventory, and Hills claimed the platform views 150,000 page level auctions per second and is fully transparent.