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Home>Taykey Uses ‘Wisdom of the Crowds’ to Tackle the Inventory Quality Challenge with Smart Whitelist Launch

Taykey Uses ‘Wisdom of the Crowds’ to Tackle the Inventory Quality Challenge with Smart Whitelist Launch

Taykey Uses ‘Wisdom of the Crowds’ to Tackle the Inventory Quality Challenge with Smart Whitelist Launch

10/05/2017

Taykey Uses ‘Wisdom of the Crowds’ to Tackle the Inventory Quality Challenge with Smart Whitelist Launch

Real-time data company, Taykey, today announced the launch of the Taykey Smart Whitelist, a real-time data layer designed to proactively optimize for quality, relevance, and engagement by identifying the content generating the most engagement across the general population. Similar to other quality and brand safety controls, Smart Whitelist is designed to be used across all campaigns, and in tandem with audience targeting tactics to maximize campaign engagement and performance.

For programmatic buyers, finding safe, quality content at scale has become a critical challenge. Concerns about quality and safety have driven buyers toward more manual, static, and less scalable approaches such as building “whitelists” of preferred websites. Static approaches also fail to protect brands from aligning with topics and personalities that have suddenly become controversial. In a recent survey conducted by Taykey and Digiday, 88% of media buyers said they struggled with the challenge of balancing inventory quality and scale.

Taykey's Smart Whitelist takes a unique ‘wisdom of the crowds’ approach to the problem by using the company’s patented AI to scan social platforms, websites, blogs and wikis to identify the topics generating the most engagement among the general population. Each topic is then translated into lists of hundreds of URLs, representing the most relevant article and video placements. These URLs are sent directly to participating DSPs for targeting and updated continuously as interests change throughout the day. Natural language processing is also applied in real-time to exclude all negative or controversial content and provide an additional layer of brand protection.

“Billions of data points are generated every day by consumers engaging with content across social media platforms, websites, blogs, and wikis. In aggregate, this data is a powerful and dynamic indicator of consumer interest and sentiment. Taykey believes it can be harnessed to allow consumers to speak for themselves with regard to what quality content really means,” said Amit Avner, founder & CEO of Taykey. “We discovered that the relevance of a piece of content correlated strongly with traditional industry measures of quality, including page engagement and viewability. This approach finally offers a scalable and efficient way for brands to target the best possible environment for every impression and ultimately maximize campaign performance.”

"Finding quality, relevant, brand safe environments at the scale and efficiency needed for effective programmatic buying remains a persistent industry challenge. The need now is for a more rigorous data-driven solution that is working constantly in real-time vs. a one time view before launching a campaign or reviewing on a monthly or quarterly basis," said Sargi Mann, EVP Head of Digital Strategy & Investments, Havas Media.

Taykey tested this new solution across more than a dozen campaigns during a three month period against key brand metrics, using Moat to validate results:

  • The data found 43% better viewability vs. benchmark
  • There was a 13% improvement in ad dwell time vs. benchmark
  • Findings indicated 45% less invalid traffic vs. benchmark

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