Innovators have begun to find ways to reach consumers without tapping into cookies or personal data by digging into the minds of consumers to determine how people really think. This would enable the prediction of human motivations through advertising, based on the contextual content on a publisher’s web page.
On Monday, Research Measurement Technologies (RMT) and German-based Semasio will announce co-developed technology that understands the motivations of 276 million people in the United States by analyzing 265 psychological traits, and consolidating them into 15 motivational segments that they call “clusters.”
The technology identifies the most important keywords on the page and determines the motivations before serving an ad.
Bill Harvey, chairman of RMT, said the idea is to improve ad targeting through 15 motivations with familiar traits such as security, longing, love and power. These are terms Maslow would have used to build the Hierarchy of Needs.
Initial tests were done with set-top-box data before the two companies combined forces and moved their project online.
For now, the technology is available in the U.S., but there is a plan to expand the offering worldwide.
Kasper Skou, CEO and co-founder of Semasio, said the technology looks for significant words like "anxiety, heroism and childproof" and disregards common words like “she, he, and it.”
"If the meaning of a word changes in time, the language model changes based on the consumption of the content on the page," Skou said. "The technology learns from current language use."
Semasio uses natural-language processing to analyze the content of web pages and identify its most significant terms and phrases.
The meaning of each page is captured as a weighted keyword cloud and is dynamically aggregated into a Semantic User Profile of the person visiting the pages. It’s all done in real-time.
By training the Semasio artificial intelligence system to turn these word clouds into scores on each of the 15 RMT Motivations, the two companies can identify websites that will provide contextual meaning to specific ads and reach audiences that resonate with these ads.
For digital video, RMT’s and Semasio’s technology can integrate with several types of addressable TV platforms. Two motivations used frequently since the beginning of COVID include Actualization and Security.
RMT, Semasio and Reset Digital now offer the ability to pick specific program contexts, which provides even more lift than picking Resonant networks. Typically, the program level bids are 10% to 15% higher, per the companies.
Skou said the companies also have been trialing “a slightly more complex approach” called cookieless extension, which doesn’t require a cookie or motivational type for the user when they use a web browser.
Context Resonance and ID Resonance can be used separately or together.
For advertisers interested in reaching specific Motivation target audiences, the RMT and Semasio 15 Motivation audiences are available in all leading DSPs, in addition to the LiveRamp Data Marketplace.