Implicit launches panellized contextual targeting

Implicit launches panellized contextual targeting
Implicit launches panellized contextual targeting

Launched by the two founders of Alenty, adtech is launching a first pilot project with the Médiamétrie panel.

Google may well have postponed the disappearance of third-party cookies from Chrome by nearly two years, the roadmap of a large part of the industry remains unchanged: get out of the one-to-one targeting logic based on these small files as quickly as possible. that track user browsing behavior between multiple sites. The French Implcit, who wants to reconcile panel data and contextual targeting, is one of them. At the helm, two adtech veterans, Nicolas Thomas and Laurent Nicolas, founders of Alenty, a visibility solution sold to Xandr in 2014, and which, after a few years in the bosom of the American giant for one, a turn of the world and a little consulting for the other, reconnect with their first love: entrepreneurship.

“We can say that such an impression affects three to four times more heavy users of banking applications than the average”

The duo is today launching a pilot project based on data from the Médiamétrie // Netratings panel. The aim is to study the surfing behavior of the 25,000 members of this panel – the sites and applications consulted, the number of advertisements displayed on the pages of these sites and applications, the percentage of adblockers – to enable advertisers to ” identify the most relevant contexts for their target. “We are able to say that such an impression affects three to four times more heavy users of banking applications than the average”, illustrates Laurent Nicolas. Practical for an advertiser who wants to get out of the logic of classic contextual targeting (favor finance sites to reach intentionists) and thus identify environments where competitive pressure is less. “This will also allow it to retarget its target on the Web which, without logged data, is now very difficult to do”, specifies Laurent Nicolas.

The first test campaigns this summer

Some pitfalls, however. The Implcit method does not allow retargeting type micro-targeting. And it forces, panel obliges, to work on populations made up of at least one million people in France. “We cannot target segments that are too niche,” admits Laurent Nicolas. Nevertheless … “The data from the panels will regain value in the years to come when it will be more difficult to access individual data, the fault of a regulatory framework that has tightened in in terms of respect for private life, “said the co-founder of Implcit. And remember that panels are already raining and shining in media such as television and that it is logical that the Web brings them up to date. “The logic of cohorts that Google wants to set up with Privacy Sandbox is similar to what we want to offer with our panel data”, observes Laurent Nicolas.

“The data we offer to buyers is native, cross-device and browser-based”

The first test campaigns were initiated this summer, with an official launch in September. Implcit’s offer is accessible via Xandr’s curated marketplace to allow agencies and trading desks to create ID deals directly there. Implcit has also opened a buyers’ headquarters within the American DSP, to give itself the possibility of running the campaigns itself. Adtech is billed according to the traditional model of a percentage of the media spent. It finances itself on its own funds, hopes to recruit its first collaborators at the start of the school year and leaves the door open to a Series A when the time comes. “The data that we offer to buyers is native, cross devices and browsers”, recalls Laurent Nicolas. They will be of interest to an advertiser who, in an awareness process, wants to optimize his target coverage rate and another, who in a performance logic, can make sure to reach the right people to maximize his ROI. Far from being a luxury when we know that advertisers, who have to deal with environments where third-party cookies no longer work, Internet users who refuse cookies and techs who have cookie matching problems, struggle to exceed 50% target hit.

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This article is also published in Adtech News, a paper supplement to the CB News magazine produced by the JDN, dedicated to adtech and martech. In the September edition, a feature on Apple, Google and email marketing, an interview with Hyundai on the internalization of media buying, a tutorial on Google Adex demand, a focus on Implcit and the programmatic barometer.

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