Startup Peerset is launching an advertising data tool that generates “psychographic” recommendations and ad placement advice, based on content analysis. Peerset’s proprietary technology organically links interests, values, lifestyles and attitudes to brands, letting advertisers see the constellations of these links.
Sound confusing? That’s because Peerset’s technology is fairly complicated. The startup basically examines interactions on social media sites and then interprets these connections and provides recommendations to brands and advertisers based on the results. For example, if the ad subject is “Fashion,” Peerset may determine that the ideal audience is also communicating about “Sex and the City,” “sushi,” and “Madonna.” Peerset says that this data can help advertisers and brands figure out what audiences are likely to engage and connect strongly with a product or service.
Peerset goes beyond just giving advertisers data on target audiences; the startup actually integrates with existing ad serving systems and will place contextual adds next to connecting “subjects.” Peerset will actually execute media buys either through social media publishers or through ad networks which let you target by keyword. For example, the “Fashion” ad would be placed next to content about Sex and the City or sushi.
And Peerset’s technology lets advertisers create campaigns that target and connect with audiences who share similar values, interests or lifestyles. It should be interesting to see if Peerset’s technology proves to be profitable for advertisers and brands.
Isn’t this another BT company? And doesn’t companies like Media6 offer something similiar?
Good questions.
There seems to be a dividing line in online targeting between Intent and Interest. BT is focused on people’s Intent(ions). Psychographics (PT) is focused on people’s Interest(s). Interests can be identified earlier in the influence funnel so often leveraged for different reasons.
Media6Degrees is focused on the social graph (friend connections) like 33 Across and Lotame(more social search). Peerset is focused on (interest connections where there is no friend relationship necessarily).
Place contextual ads? It seems too good to be true.
nice. anyway, the “keywords suggester” would be used for SEM campaigns.
Well, it’s the next step in the online ads arms race. I can see this working out awesomely if the technology is there.
Great Idea! can you imagine if all the less fortunate kids of the world had this? I wonder how much memory is needed to capture a snapshot of all the worlds knowledge (as text)
Disregard this. Meant to comment here http://www.crun...comment-1111189
I tried this out on a few terms using their homepage, and while the age, gender, and interests changed, EVERYONE was apparently in Kansas. Really?
What we are looking at here is the level of interest by state (not the state with the highest number of users that express this interest) So, for a lot of keywords the level of interest is fairly similar across all states as would be expected and we are only showing one state. (Future versions will expose a more complete result set. ) There are, however, some keywords with a geographic skew – try “horses” or “diving” for example.
Note, I am @peerset also