Sublime Reinforces its Analysis and Contextual Semantic Targeting Capabilities with Sirdata
by on 28th Sep 2021 in News
Anticipating the deprecation of third-party cookies scheduled for 2023, Sublime enhances its products and services through the contextual and semantic technology of Sirdata, leader in addressability. The impetus of this direct integration is to strengthen Brand Suitability and Semantic Intelligence for each campaign operated by Sublime's teams.
Owing to the activation of the optional contextual functionality of Sirdata's ADS API ("Addressability Dynamic Solution"), Sublime ensures advertisers’ continuity to reach their most valuable audiences. By virtue of this direct integration, Sublime's team sewed up the creation of the most relevant and contextually targeted socio-demographic audiences, excluding any unsuitable terms for the brand's strategy, ruling out the need to appeal to the pre-built categories from a third-party marketplace.
Indeed, both Sublime and Sirdata are undergoing growth in their businesses. Sublime, which has recently been acquired by the Azerion Group, offers impactful, tailor-made and unobtrusive advertising experiences in France and abroad. It delivers them, at scale, within its publishers’ partner network, ensuring full visibility for either global, pan-European or local campaigns. In response to all the regulatory and technical changes to which ad tech and mar tech companies are adapting, Sirdata and its technologies underpin each player in the advertising field - brands, agencies, media companies, platforms - enhancing their knowledge and optimising campaign reach, with or without cookies, in the strictest compliance with industry standards, user choices and regulations in force.
Concretely, according to brands and media agencies specific objectives, Sublime independently creates contextual probabilistic targeting according to its clients' criteria (socio-demo, intent, interests detected through its network), and, then, combines them within its Video and Display formats. The first semantic contextual segments - via Natural Language Processing (NLP) - created by dint of this agreement are able to be activated now, in Germany, Spain, France, Italy, the United Kingdom and Asia.
Additionally, Sublime will be able to bank on Sirdata's advanced capabilities of Brand Safety to continue to ensure the delivery of its advertising formats in safe environments tailored to each advertiser's objectives.
"Due to the approaching end of third-party cookies, we are required to find the best answers to maintain reaching advertisers' target audiences in the right place. This new partnership will allow us to develop original and exclusive targeting solutions internally that increase the consideration, engagement and perception of our advertising solutions," says Andrew Buckman, Sublime’s CEO.
"This agreement allows us to keep up with structural changes in the digital advertising market, whether regulatory or technological, and to facilitate campaign reach. Thanks to Sirdata, the teams of this key European player can easily benefit from a true vision of the content and categories that are representative of the websites in its network, according to the editorial context specific to each medium and country, and are able to support their clients precisely so that Sublime's high-impact formats can fit in,” says Naima Conton, Sirdata's COO.
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