The Context GraphTM: Quantifying Real-World Intent
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The Context Graph uses passive and active signals from people's devices and online behavior to quantify their real-world intent and identify meaningful moments, going beyond traditional targeting based on demographics or interests. It aims to inspire brands to create experiences that will change people's behaviors and enhance media performance by evolving targeting based on signals of users' intent. The tool aggregates multiple data sources to understand people's lives in full context and help brands deliver valuable experiences and more efficient advertising tailored to what matters in each moment.
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The Context GraphTM: Quantifying Real-World Intent
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- 2. THEN: Content was context Sought to reach an audience segment, inferred by adjacency NOW: Life is context Experience on and with a device reflects real life behavior
- 3. THE CONTEXT GRAPH™ The Context Graph quantifies real-world intent, revealing the moments that matter for brands to deliver value • Inspires the creation of brand experiences that will change peoples behavior • Evolves targeting using signals of intent to enhance media performance Understanding what life looks like
- 4. ACTION INTERESTS CONTENT SOCIAL ENVIRONMENT UNDERSTANDING MOMENTS INSPIRING EXPERIENCES We’ll aggregate passive and active signals to quantify peoples behavior and identify what moments matter Recognizing the value people seek, The Context Graph will inspire brand creative that is relevant in the moment and advertising that is exponentially more efficiency WHAT IT DOES
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Editor's Notes
- Content – publisher, TV content used to be our foundation for speculating who people were and if they might like our brand. From content we could look at demographic segments and make use that for contextual alignment e.g. Read ESPN, probably 25-44 and we’ll sell you a Ford F-150As programmatic buying evolves = its proof that content is increasingly irrelevant. Its people that matter.Now, in the post-PC era, context that surrounds people isn’t just the content on the device. Its everything that surrounds the device.We need to do more than infer, we need to know what moments matter.
- A visualization of signals of intent; identifying people who have taken an action, then looking at their broader context to reveal a story of what (content) they seek, whenWe synthesize and analyze the data to uncover where the brand fits into moments of their lives and then create marketing (content), at times and in places they care about
- A visualization of signals of intent; identifying people who have taken an action, then looking at their broader context to reveal a story of what (content) they seek, whenWe synthesize and analyze the data to uncover where the brand fits into moments of their lives and then create marketing (content), at times and in places they care about