Captify Launches Publisher Solution to Deliver Real-Time User Insights
New user-based Real-Time Audience Enrichment tool offers publishers actionable insights about their audience outside of owned properties, opening up monetization opportunities. Publishers including The Independent, Ranker and Haymarket are using at launch.
Captify, the largest holder of search data outside the walled gardens, today announced the launch of a Real-Time Audience Enrichment solution, a new tool that enables data to be instantly activated and monetized. The integration will allow publishers to bridge the gap between what they know about their own user base and their search activity across the open web. Captify’s models classify users within seconds, providing publishers with a holistic view of their site visitors and their behavior outside of their own domains. At launch, publishers including The Independent, Ranker and Haymarket are utilizing the service.
“Publishers are constantly looking for avenues to drive profitability to their site, and through this tool, Captify will be able to provide new ways to understand who their core audiences are, and easily monetize this information through direct buys,” said Amelia Waddington, Global Chief Product and Technology Officer at Captify. “Our solution helps unlock extra data signals, enabling publishers to create better advertising opportunities for themselves and their advertiser partners without the need for cookies or other targeting tools.”
When a user visits a website, the Real-Time Audience Enrichment tool matches an array of ID’s, including first-party identifiers to Captify’s data network, providing publishers with insights on user interests and behaviors in a privacy-compliant manner. For instance, by utilizing Real-Time Audience Enrichment, publishers can understand a user’s interest in travel and consumer electronics and their intent on financial planning based on their past search behavior across other publishers.
“Our audience has a vast set of interests and spend their time on a number of different sites across the web that we just don’t know about,” said Alistair Smith, Head of Commercial Data & Insight at The Independent. “While cookies can help uncover some insights, the increasing number of site visitors that don’t have cookies enabled means that blindspots on our audience exist. Captify’s publisher solution helps us get real-time information about our users as they travel across the open web, allowing us to better understand their interests and helping deliver a more tailored and relevant advertising experience.”
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