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.
Samhub for Media is also 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.
Samhub for Media Audience Taxonomy
In our audience platform you get a "pre-loaded" audience taxonomy that you can use to build your own custom audience taxonomy that aligns with your advertisers, sales and inventory. This is the basic taxonomy included in Samhub for Media:
Category | Audience Name |
Gender | Man |
Gender | Woman |
Life phase | Young, 18-34 years |
Life phase | Middle aged - 35-49 years |
Life phase | Older 50-64 years |
Life phase | Pensioners, +65 years |
Income | Very Low |
Income | Rather Low |
Income | Median |
Income | Rather High |
Income | Very high |
Family | Single households |
Family | DINKs - Double Income No Kids |
Family | Households with children |
Housing | Apartment owners - owners of condominiums |
Housing | House owners - owners of detached houses |
Housing | Rents apartment |
Cars | Car owners |
1st party interest | 1 - Automotive |
1st party interest | 2 - Books and Literature |
1st party interest | 3 - Business and Finance |
1st party interest | 4 - Careers |
1st party interest | 5 - Education |
1st party interest | 6 - Events and Attractions |
1st party interest | 7 - Family and Relationships |
1st party interest | 8 - Fine Art |
1st party interest | 9 - Food & Drink |
1st party interest | 10 - Healthy Living |
1st party interest | 11 - Hobbies & Interests |
1st party interest | 12 - Home & Garden |
1st party interest | 13 - Medical Health |
1st party interest | 14 - Movies |
1st party interest | 15 - Music and Audio |
1st party interest | 16 - News and Politics |
1st party interest | 17 - Personal Finance |
1st party interest | 18 - Pets |
1st party interest | 19 - Pop Culture |
1st party interest | 20 - Real Estate |
1st party interest | 21 - Religion & Spirituality |
1st party interest | 22 - Science |
1st party interest | 23 - Shopping |
1st party interest | 24 - Sports |
1st party interest | 25 - Style & Fashion |
1st party interest | 26 - Technology & Computing |
1st party interest | 27 - Television |
1st party interest | 28 - Travel |
1st party interest | 29 - Video Gaming |
Page Context | 1 - Automotive |
Page Context | 2 - Books and Literature |
Page Context | 3 - Business and Finance |
Page Context | 4 - Careers |
Page Context | 5 - Education |
Page Context | 6 - Events and Attractions |
Page Context | 7 - Family and Relationships |
Page Context | 8 - Fine Art |
Page Context | 9 - Food & Drink |
Page Context | 10 - Healthy Living |
Page Context | 11 - Hobbies & Interests |
Page Context | 12 - Home & Garden |
Page Context | 13 - Medical Health |
Page Context | 14 - Movies |
Page Context | 15 - Music and Audio |
Page Context | 16 - News and Politics |
Page Context | 17 - Personal Finance |
Page Context | 18 - Pets |
Page Context | 19 - Pop Culture |
Page Context | 20 - Real Estate |
Page Context | 21 - Religion & Spirituality |
Page Context | 22 - Science |
Page Context | 23 - Shopping |
Page Context | 24 - Sports |
Page Context | 25 - Style & Fashion |
Page Context | 26 - Technology & Computing |
Page Context | 27 - Television |
Page Context | 28 - Travel |
Page Context | 29 - Video Gaming |
Group | A Köpstarka Pionjärer - Sweden |
Group | B Metropolitiska Pionjärer - Sweden |
Group | C Medvetna Urbana Pionjärer - Sweden |
Group | D Nyfikna Pionjärer med Låg Köpkraft - Sweden |
Group | E Familjecentrerade Efterföljare med God Köpkraft - Sweden |
Group | F Budgethämmade Efterföljare i Hyresrätt - Sweden |
Group | G Multikulturella Efterföljare - Sweden |
Group | H Köpstarka Eftersläntrare i Villa - Sweden |
Group | I Köpstarka Eftersläntrare i Bostadsrätt - Sweden |
Group | J Budgetbegränsade Eftersläntrare - Sweden |
Group | K Traditionalister med Köpkraft - Sweden |
Group | L Trygghet och Tradition - Sweden |
Group | M Återhållsamma Traditionalister - Sweden |
Group | N Glesbygdstraditionalister - Sweden |
Age | Age 16-25 |
Age | Age 26-35 |
Age | Age 36-45 |
Age | Age 46-55 |
Age | Age 56-65 |
Age | Age 66+ |
Household composition | Singles |
Household composition | Home sharers |
Household composition | Married Couples |
Household composition | Others |
Children | Have Children |
Children | No Children |
Life Stage | Young without Children |
Life Stage | Young Family with Children |
Life Stage | Mid Aged without children |
Life Stage | Mature Family with Children |
Life Stage | Older Family without Children |
Life Stage | Older Family with Children |
Life Stage | Elderly Single |
Life Stage | Elderly Family |
Number of Children | Families with 1 Child |
Number of Children | Families with 2 Children |
Number of Children | Families with 3 Children or more |
Age of youngest child | 0- 6 yrs |
Age of youngest child | 7-15 yrs |
Age of youngest child | 16-19 yrs |
Family size | Family Size 1 Person |
Family size | Family Size 2 Persons |
Family size | Family Size 3 Persons |
Family size | Family Size 4 Persons |
Family size | Family Size 5 Persons or more |
Education level | Compulsory school |
Education level | Upper secondary education |
Education level | Post-secondary education less than 3 years |
Education level | Post-secondary education 3 years or more |
Ethnicity | Born in Sweden |
Ethnicity | Born in Nordics - excl Sweden |
Ethnicity | Born i EU27 - exclSweden and Nordics |
Ethnicity | Born Outside EU27 or Unknown Origin |
Population Origin | Born in Sweden with Both Parents Born in Sweden |
Population Origin | Born in Sweden with One parent Population Born in Sweden |
Population Origin | Born in Sweden with Both Parents Born outside Sweden |
Population Origin | Born Abroad |
Occupation | Full time employed |
Occupation | Part time employed |
Occupation | Self employed |
Occupation | Student |
Occupation | On parental leave |
Occupation | Retired |
Occupation | Unemployed |
Occupation | Others |
Occupation | People 20-64 in Employment |
Occupation | People 20-64 Unemployed |
Occupation Industry | Agriculture/ forestry & fishing |
Occupation Industry | Manufacturing/ Mining & Quarrying |
Occupation Industry | Electricity/ Water/ Sewage - utilities - etc |
Occupation Industry | Construction Industry |
Occupation Industry | Retail and Wholesale |
Occupation Industry | Transport & Warehousing |
Occupation Industry | Hotels & restaurants |
Occupation Industry | Information & Communication Services |
Occupation Industry | Finance & Insurance |
Occupation Industry | Real Estate Services |
Occupation Industry | Business Services |
Occupation Industry | Governmental Organisations & defence |
Occupation Industry | Education & Research |
Occupation Industry | Health & Social work |
Occupation Industry | Cultural & Personal Services |
Occupation Industry | Unspecified Industry |
Occupation Responsibilities | Managerial responsibilities |
Occupation Responsibilities | Staff responsibilities |
Occupation Responsibilities | P&L responsibilities |
Occupation Responsibilities | Management team member |
Occupation Responsibilities | Board member |
Automotive - Private Cars per Household | 0 cars |
Automotive - Private Cars per Household | 1 car |
Automotive - Private Cars per Household | 2 or more cars per HH |
Automotive - Yearly Mileage | Low yearly mileage |
Automotive - Yearly Mileage | Fairly low yearly mileage |
Automotive - Yearly Mileage | Fairly high yearly mileage |
Automotive - Yearly Mileage | High yearly mileage |
Automotive - Age of Vehicle | Up to 12 months |
Automotive - Age of Vehicle | 13-24 months |
Automotive - Age of Vehicle | 25-36 months |
Automotive - Age of Vehicle | 37-48 months |
Automotive - Age of Vehicle | 49-60 months |
Automotive - Age of Vehicle | 61-120 months |
Automotive - Age of Vehicle | Above 120 months |
Automotive - Vehicle Bought As | New |
Automotive - Vehicle Bought As | AlmostNew |
Automotive - Vehicle Bought As | Used |
Automotive - Vehicle Bought As | Directimported |
Automotive - Vehicle Make | Audi |
Automotive - Vehicle Make | BMW |
Automotive - Vehicle Make | Chevrolet |
Automotive - Vehicle Make | Chrysler |
Automotive - Vehicle Make | Citroën |
Automotive - Vehicle Make | Dacia |
Automotive - Vehicle Make | Fiat |
Automotive - Vehicle Make | Ford |
Automotive - Vehicle Make | Honda |
Automotive - Vehicle Make | Hyundai |
Automotive - Vehicle Make | Jeep |
Automotive - Vehicle Make | Kia |
Automotive - Vehicle Make | Lexus |
Automotive - Vehicle Make | Mazda |
Automotive - Vehicle Make | Mercedes |
Automotive - Vehicle Make | Mini |
Automotive - Vehicle Make | Mitsubishi |
Automotive - Vehicle Make | Nissan |
Automotive - Vehicle Make | Opel |
Automotive - Vehicle Make | Peugeot |
Automotive - Vehicle Make | Renault |
Automotive - Vehicle Make | SAAB |
Automotive - Vehicle Make | Seat |
Automotive - Vehicle Make | Skoda |
Automotive - Vehicle Make | Subaru |
Automotive - Vehicle Make | Suzuki |
Automotive - Vehicle Make | Toyota |
Automotive - Vehicle Make | Volvo |
Automotive - Vehicle Make | Volkswagen |
Automotive - Company cars | No Company cars |
Automotive - Company cars | Uncommon with Company car |
Automotive - Company cars | Fairly uncommon with company car |
Automotive - Company cars | Fairly common with company car |
Automotive - Company cars | Common with company car |
Personal Income | 0-99999 |
Personal Income | 100000-199999 |
Personal Income | 200000-299999 |
Personal Income | 300000-499999 |
Personal Income | 500000-699999 |
Personal Income | 700000- |
Household Income | 0-149999 |
Household Income | 150000-299999 |
Household Income | 300000-499999 |
Household Income | 500000-749999 |
Household Income | 750000-999999 |
Household Income | 1000000- |
Purchasing Power | Families with Very Low Purchasing Power |
Purchasing Power | Families with Low Purchasing Power |
Purchasing Power | Families with Fairly Low Purchasing Power |
Purchasing Power | Families with Fairly High Purchasing Power |
Purchasing Power | Families with High Purchasing Power |
Purchasing Power | Families with Very High Purchasing Power |
Income from Capital | No Income from Capital |
Income from Capital | Low Income from Capital |
Income from Capital | Fairly low Income from Capital |
Income from Capital | Fairly high Income from Capital |
Income from Capital | High Income from Capital |
Loans and Mortgages | No Interest Expenses |
Loans and Mortgages | Low Interest Expenses |
Loans and Mortgages | Fairly low Interest Expense |
Loans and Mortgages | Fairly High Interest Expenses |
Loans and Mortgages | High Interest Expenses |
Type of Housing | Privately Owned Detached/Semi-detached House |
Type of Housing | Cooperatively Owned Detached/Semi-detached House |
Type of Housing | Rented apartment |
Type of Housing | Cooperatively Owned apartment |
Age of housing | Families in Housing Built before 1931 |
Age of housing | Families in Housing Built 1931-1950 |
Age of housing | Families in Housing Built 1950-1970 |
Age of housing | Families in Housing Built 1971-1980 |
Age of housing | Families in Housing Built 1981-1990 |
Age of housing | Families in Housing Built 1991-2000 |
Age of housing | Families in Housing Built 2001-2006 |
Age of housing | Families in Housing Built after 2006 |
Dwelling Area Apartments | Small apartments |
Dwelling Area Apartments | Fairly small apartments |
Dwelling Area Apartments | Fairly big apartments |
Dwelling Area Apartments | Big apartments |
Dwelling Area Houses | Small houses |
Dwelling Area Houses | Fairly small houses |
Dwelling Area Houses | Fairly big houses |
Dwelling Area Houses | Big houses |