In an effort to help advertisers reach key consumers, Peerset is launching what it describes as a “psycho-graphic targeting tool.” Not unlike dating algorithms, Peerset’s targeting algorithm takes keywords and meta data from online profiles and matches them with relevant information. With dating sites, users receive recommendations on potential mates; with Peerset, users receive advertisements and deals on relevant products and services. Video life-streaming network Justin.tv is just one of the groups already reaping the benefits of this system.
Said Justin.tv’s Director of Advertising Operations, Scott Newton, “Peerset gives Justin.tv’s advertisers the ability to target users in unique and powerful ways. The company enables Justin.tv to go beyond demographic targeting and target by user interests. Advertisers benefit from a higher response rate when ads are targeted to passions and interests.”
In the past, marketers have centered campaigns on a specific demographic group. Clients define key stakeholder groups, like 18- to 35-year-old urban male techies, and marketers look for corresponding ad placement packages. With Peerset, stakeholders are targeted after a brand has already been audited.
Peerset scrapes data from millions of sites, profiles and status messages and compiles a series of word clusters. While seemingly unrelated, Grey’s Anatomy, John Mayer and Starbucks coffee are clustered together simply because a large number of users have expressed interest in all three topics. These users might come from vastly different demographic groups, but their interests are the same. The system can then serve ads to them by matching general word clusters or by targeting specific users who have expressed an interest in one or more core concepts. Peerset operates on the belief that this interest-based targeting outperforms traditional demographic targeting. The service price varies based on a percentage of your ad buy.
Says Peerset CEO, Mike “JB” John-Baptiste, “We’re betting on the fact that if you can find commonality in data, you can scale it and generate sales.” To try Peerset visit Peerset.com.
