Background
Samhub for Media started as a data project amongst several Swedish publishers but through a management buyout it became a new startup project with private owners.
Today Samhub for Media is our "sell-side" data service that caters to publishers, media, retail media and anyone who offers advertising targeting consumers.
Media can also use the "hands on tools" that Samhub provides to help level up their sales team, simplify reporting and build stronger relations with the advertisers.
Samhub for Media is a "privacy first" initiative is focused on data compliance, integrity and business use. Our policy is to not try to "hack" things but rather go further than the legislation dictates. We operate under a "data minimization" policy that says we don't store any data that does not have a direct business use for our clients. We also insure integrity by not storing user information in clear text, instead our clients need to provide user information again and again in order for us to be able to lookup a specific users. This gives the publishers the control over their relationship with- and consent from- the users.
Samhub for Media Tech Stack
Samhub for Media is a complete audience tech stack and by this we mean that with Samhub for Media you will get a setup that will provide most aspects of what you want to get out of your first party data:
a Data Management Platform (DMP) that collects your online data, segments it and groups your online users into audiences. Your anonymous users is usually the data you have your biggest reach in. and reach is essential when offering ad targeting. In the DMP we store user interest over time, based on the contextual analysis that is included in the platform.
a Customer Data Platform (CDP) that syncs and stores your logged in and identified users over time. This creates users with longer history and more accurate information. They are stored in the Samhub CDP in a one-way encrypted form, so that we at Samhub can't find that exact user without being provided the cleartext information again, you stay in control of your customer relationship.
Contextual Analysis that analyses and indexes all your content so that you can create both contextual targeting and first party interest audiences.
ID Management so that you can leverage your different IDs to be as sticky as possible and maintain as long user history as possible. Samhub is "ID agnostic", we can use whatever ID solution you desire and also combine multiple IDs.
Data Enrichment Platform (DEP) that adds more data to your online users, one way is the context mentioned above, but we also match anonymous users to different offline data sources such as census data and Mosaic Lifestyles market segmentation data.
Network benefits with Samhub for Media
Samhub for Media was designed to be used in media networks. We cater to Swedens biggest ad network Mediakompaniet that have hundreds of websites in their network.
The challenge has been how to align the first party data and different technical setups across the different media houses. With Samhub for Media publishers can either use their existing setup and use Samhub for the network integration, or integrate fully to let Samhub manage the full audience taxonomy and distribution.
With the "ID FREE" export option in Samhub for Media it is possible for publishers to share audience data programatically without having to share user ID's, for added integrity protection and control over who has access to the audience data. This form of export also means that the data is only available then and there, effectively tying the data point to the page view and the ad impression.