Identity-free targeting shines a spotlight on sentiment

Over the past few years, the industry has seen significant shifts in consumer behaviour as a result of wider market influences – a key one being that the linear path to purchase no longer exists, with consumers’ needs, moods and mindsets evolving by the second. This coupled with the looming demise of third-party cookie has driven brands to explore more innovative, durable and privacy-friendly ways to intercept the most relevant audiences to them and drive standout ad engagement amongst the sea of other 4k+ daily media messages.

Nano’s Live Intent Identity-free Targeting platform LIIFT™ is specifically engineered to fulfil this purpose. Our approach uses deep learning models to analyse live intent signals with advanced contextual understanding that combines semantic and sentiment analysis of the ad environment. At no point along the way is any personal identification data utilised, ensuring that the users’ privacy concerns are met whilst also being a future-proof targeting solution for advertisers.

With Sentiment analysis, our contextual engine Contexta uses Natural Language Processing (NLP) to extract and decode the levels of subjectivity within content. By scoring content from a range of +1 (positive) to -1 (negative) we can analyse and compare a large subset of news articles, blog posts and other content over time.

In a recent example following Will Smith’s altercation with Chris Rock at The Oscars, our Insights team looked at content mentioning the celebrity. Results showed us that neutral content around Will Smith quickly turned negative following the incident. This is a reminder of how important it is to understand the ever-evolving intent landscape and topic sentiment in order to protect your brand from negative content association.

How can sentiment analysis be harnessed in programmatic targeting?

According to IAS research, 72% of consumers say that their perception of an online ad is impacted by the surrounding content of the page. By evaluating the content that an ad will appear within, the Nano LIIFT™ platform allows our partner brands and agencies to tactically layer sentiment targeting on top of the bespoke live-intent audiences.

Rule-based sentiment targeting allows brands and agencies to:

• Protect brand activity with positive and neutral sentiment rule overlays
• Layer sentiment targeting and conquest consumers reading content that mentions competitors and competitor products with negative sentiment
• Build positive brand association across broad topics by layering on positive and neutral sentiment targeting

Take your campaigns to the next level by learning more about the Nano LIIFT™ platform here.