So, what exactly is a concept as it relates to “Concept targeting”?

Think of a Concept as all the rich associations that come to mind naturally when when you hear a word, or series of words, such as “Las Vegas.” Sure, it’s a city in Nevada, and located in the desert. But it’s also so much more. In this way, Concepts serve as a much richer indicator of intent than other units of ad targeting.

How are Concepts different from keywords?

Keywords definitely have their place in the ad targeting world. But Concepts are better suited to unearth the true meaning of any webpage. In practice, Concepts resolve issues with keywords that have multiple meanings. “Galaxy” might be a new smartphone, a soccer team or a celestial body. With ambiguity, your ad may turn up on a totally irrelevant page, or worse: a damaging, completely brand unsafe page.

if NetSeer reads a page like a human, isn’t that just considered semantic targeting?

No, Concept and semantic targeting are worlds apart! Semantic targeting is guided by syntax and classification structures – which are rigid, and can be quite limited. When it comes to campaigns, not every targeting parameter fits into a nice, neat category. Concept targeting provides a more flexible approach that both reflects a consumer’s mindset, and offers a great deal of accuracy.

How does NetSeer differ from an ad network?

On the continuum of ad networks to endemic sites, we see NetSeer falling squarely between them. One key difference is scale. NetSeer has access to a much broader portfolio of content: the entirety of the Web. Beyond that, whereas ad networks were initially created to reduce friction in the media buying and selling process by offering broad content and audience categories, NetSeer fully embraces programmatic buying with page-level targeting, 52 million different concepts and nearly limitless audience parameters.

How often does NetSeer update its ConceptGraph?

Our ConceptGraph is actually constantly evolving. As new ideas, terminology and meanings are constantly introduced, they are automatically integrated into the fabric of the ConceptGraph. Because meaning can change over time, that is reflected as well: an “angry bird” might have been associated with landmark film or a blue jay on a bad day before being tied to an addictive mobile app.