Company’s Smart Zones Recognized for Innovation in Audience Targeting That Delivers 100% Reach, Demographic Transparency and Privacy by Design
NORTH ANDOVER, MA – (September 16, 2014) – Semcasting, a leader in advanced data solutions for audience targeting, today announced it has been awarded a third patent for its Smart Zones™ technology. The patent was granted for Semcasting’s “system and method for creating customized IP zones utilizing predictive modeling.” This patent highlights one of the many innovations in online targeting being developed at Semcasting.
The patent, no. 8,825,662, has been issued in recognition of Semcasting’s ability to aggregate and accurately score and link the 1.8 billion IP addresses of residential, business, governmental, educational or wireless devices to their household and business delivery points. The resulting Smart Zones create a proprietary map that covers 100% of the commercial Internet in the U.S. and Canada. This approach has been used in more than 3,000 campaigns for top retailers, financial institutions, utilities, political races and business-to-business clients of every kind.
“The nature of audience targeting in the online industry is changing,” said Ray Kingman, chief executive officer of Semcasting. “Recognizing this, we set out to develop Smart Zones with three realities in mind: agencies and advertisers need a way to reach the 70% of potential prospects cookies can no longer see; the largely black and white world of audience modeling simply can’t reflect the nuances of the real world; and finally, the public and regulators are pressing for credible answers to legitimate privacy concerns.”
Semcasting’s patented Smart Zones technology addresses each of these issues:
• Reach – Cookies match only 20-30% of an audience due to user duplication, blocking and the lack of comprehensive support of mobile devices. With Smart Zones, all audience members are always reachable whenever they are online.
• Demographic Transparency – Each of Semcasting’s 32 million Smart Zones include multi-dimensional demographic profiles based on more than 750 variables. This allows for more effective modeling and better audience performance.
• Privacy – Semcasting does not rely on cookies, trackers or IDs of any kind. No individual or personally identifiable information is used at any point in the Smart Zones process.
As a result, Smart Zones allow advertisers to match customer lists, execute offline demographic selections, build robust predictive models or even leverage IP traffic logs to match and select online audiences. They also gain access to sub-zip code neighborhood-level targeting with reach to all 250+ million consumers in 130 million households across the U.S. and Canada. Consumers or businesses that are online are available 100 percent of the time on any device without the limits or vagaries of cookies or other tracking technologies.
“We’ve come up with an alternative to the cookie that gives marketers better reach, more transparency and full privacy. It offers marketers a new way to connect with all of their online customers,” continued Kingman, “and we’re not done yet. There’s more to come.”