Targeted Into the Post-cookie Era: austria.com/Plus Relies on Ai-Supported Target Group Segmentation With Pinpoll
Premium marketer Russmedia is expanding its data strategy with an innovative AI solution for the effective collection of first-party data for even sharper target group segments.
Vienna/Linz, 05/23: Anyone who wants to display user-based advertising after the elimination of third-party cookies will have to rely on first-party data. Information about your own customers and users is becoming the new gold standard of online advertising and first-party strategies are "the only alternative". To expand its pool of first-party data, the premium marketer austria.com/plus is implementing the innovative AI solution from the provider Pinpoll. Target group segments are collected quickly and easily in the user-relevant article environment as part of surveys (polls).
"We are prepared for the post-cookie era. With Pinpoll's solution, we can generate highly precise target group profiles in the shortest possible time: The data is collected using AI-controlled polls and provides us with valuable socio-demographic information from our users. The AI tool is already being used successfully on VOL.AT and VIENNA.AT," explains austria.com/plus manager Karina Wundsam.
Segmenting target groups with Pinpoll surveys
The data model of "Pinpoll Inspire" is based on an extensive collection of articles on 289 topics relevant to the German publishing sector. By training the AI (LSTM, GRU) with almost 300,000 articles, an impressive precision of over 90 percent in topic recognition was achieved. The polls are displayed in the user-relevant article environment. The collected survey data is converted into meaningful target group segments via the connection to the Piano DMP. With the help of subsequent lookalike modeling, even larger target groups can be generated in order to further increase the reach within the recorded segments.
"As with everything in sales, a credible story is also crucial when it comes to advertising on websites. If I know where my data comes from, that creates trust with the advertising partner. If you collect the data yourself with the help of Pinpoll and in a very playful way, you can provide exactly this proof of origin. Thanks to our AI solution "Pinpoll Inspire", companies of all sizes can keep pace with technological change," says Tobias Oberascher, Managing Director of Pinpoll.
"With the implementation of the Pinpoll solution, austria.com/plus is strengthening its position as a leading premium marketer and is taking an important step towards meeting the challenges of the changing data landscape. Through precise target group segmentation and individual customer communication, austria.com/plus can support its advertising customers even more effectively and achieve optimal results," Wundsam concluded.
About austria.com/plus
austria.com/plus is Austria's leading premium marketer with a national reach of 4.02 million unique users per month (ÖWA annual average 2022). The marketing portfolio includes VOL.AT, VIENNA.AT, antenne.at, Wienerzeitung.at, NOEN.at, bvz.at, TT.com, SN.AT, SALZBURG24.at, nachrichten.at, dietagespresse.com, tvheute.at, wienerboerse.at, bergfex.at and the AT traffic from zeit.de, wirtschaftswoche.de, handelsblatt.com, sueddeutsche.de, FAZ.net and NZZ.ch. Further information on https://www.austriacomplus.at
About Russmedia Digital
Russmedia Digital, with headquarters in Vorarlberg, is part of the international media company Russmedia, which sees itself as the most progressive multi-niche media company in Europe. Russmedia Digital's core competencies include the development, production and marketing of digital media. Since 1995, a team consisting of editors, software developers, technicians and advertising experts has been developing news portals, applications for classifieds and special interest content, innovative forms of advertising as well as mobile apps and specifications. The company's most successful portals include VOL.AT, Austria's first regional portal, and the city portal VIENNA.AT. The company currently employs around 70 people at its locations in Vorarlberg and Vienna. More information on https://www.russmedia.com
Inquiries & Contact:
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Marlies Brenn
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