zvelo Datasets Deliver Unmatched Results for Competitive Ad Intelligence Platform
A competitive intelligence platform provider for the online advertising industry required a contextual categorization engine capable of yielding a wide variety of data sets including language, categories, sentiment, named entities, ad fraud and malicious detection and more to enrich their platform offering. The platform provider’s objective was to improve performance of its customers’ online campaigns through enhanced ad targeting and reduction in ads placed on fraudulent sites.
Competitive Intelligence Platform Provider (OEM Partner) in Online Advertising.
The OEM Partner required a simple, easy integration using Python on Ubuntu 12.04 64-bit servers within their data centers. Additionally, they required the ability to scale to billions of transactions and impressions a day, as well as support for the Tier 2 category set defined in the IAB® Quality Assurance Guidelines.
The OEM Partner needed to become more competitive in the marketplace by enhancing the depth and coverage of its online advertising business intelligence offering through increased web page detail and context.
“We were already collecting data from our own proprietary data mining technologies, yet we realized that the context of web pages used for advertising could always be more insightful to our platform subscribers.”
-CEO, OEM Partner
The OEM partner identified strict requirements in a technology partner and following is how zvelo’s contextual categorization solutions met or exceeded expectations of each one:
zvelo works closely with each OEM partner to fully understand the challenges and implementation. After coming together, these are the solutions zvelo leveraged to provide details page-level insights:
zvelo OEM Solutions
Page-Level Contextual Categorization
Industry-Leading Language Support
Advanced Dataset Options
Unmatched Scaling Performance
OEM Partner Requirements
The OEM Partner conducted a preliminary evaluation of zvelo’s contextual categorization engine using the zveloDB SDK with a special focus on full path URLs utilizing actual news stories, as well as unstructured content from blog posts and comments pulled directly from their business intelligence platform, plus social media feeds integrated into these web pages.
“The evaluation was conducted without a hitch. We were very impressed by zvelo’s web page categorization speed and accuracy and by the vast amount of data sets their engine provided.”
-CTO, OEM Partner
After integrating zvelo’s contextual categorization engine, the OEM Partner was able to significantly enrich the level of insight and analytics regarding web pages used for online advertising, whether textual, display or native in nature. The additional data sets helped to differentiate their competitive intelligence platform and increased the ability to report on various web page information including language, sentiment, mentions of entities (persons, places and things), connections of said entities and also detect ad fraud pages, which further increased customer satisfaction and ROI on ad campaigns. Finally, the enhanced reporting and visualization of web page data spawned a new wave of freemium to premium reporting and visualization plans, which helped expand their overall subscriber base and bottom line.
“Online advertising is an extremely congested landscape and we are in the business alleviating the ad buying decision-making process by reporting on where top advertisers place ads and which publisher websites provide the best ROI. zvelo has truly helped make us a market leader in this arena.”
– CEO, OEM Partner