Publishers and Media has a special position in society. They are an integral part of any democracy and operate under journalistic standards that ensure both quality and a critical view in reporting the news to the public. That is why it is important that as a publisher or media you need to transparently explain what you do and how you do it. So that you can maintain the public trust and ensure that online users can feel secure in sharing their information with you.
Summary of article
This article highlights the different types of first-party data collected by Samhub to create and segment users and content into high value audiences. It also details how it is used to create audiences of highest possible reach and highest possible quality.
Samhub’s services include contextual and demographic data enrichment and privacy-focused audience sharing mechanisms that omit personally identifiable information. The platform employs a "Data Waterfall Method" to progressively refine audience data based on user interaction levels, from anonymous visitors to identified users, ensuring data privacy and maximizing advertising potential.
Publisher First-Party Data used by Samhub
For any media house the data sources that can be considered as first party data are (but not limited to):
Content data
User behaviour over time
Anonymous browser data
Logged in user data
The Samhub Audience Methodology
The Samhub for Media platform ensures both reach and quality in the audience data by leveraging both first-time anonymous visits and verified login data.
This is what we call the "Samhub Data Waterfall Method".
This means that we are constantly are working to improve the audience data with the information we have at hand on the publisher website. And we only do this if consent has been given to the publisher.
Step 1 - First-time anonymous Users
If a user as no identifier from a previous visit we have to make low-level confidence assumptions about the visitor. The targeting options for this visit are:
Contextual Targeting - IAB classified page view targeting based on a single page view that has been classified by our contextual analysis.
Geographical data - Single observation geographical targeting.
Geographical enrichment - Single observation geographical data matching.
This is the data with the highest reach but the lowest accuracy.
Step 2 - Anonymous User with 1st Party Data History
If we have some information based on previous visits or that we are able to create during a user session we can make some more accurate assumptions.
User IAB 1st party interest - a history of contextual visits on the website that can indicate a higher interest for certain topics.
Geographical history data - we can analyse the geographical information to more accurately match the user to our census data with our machine learning algorithms.
Geographical enrichment - Multi observation geographical data matching.
This is information with a high to moderate reach and a low to moderate accuracy.
Step 3 - Anonymous Users with Login Information
If you as a publisher or media use our CDP-service you can push both a identified and anonymous user information to the Samhub platform. The anonymous user information you can push to the service are:
Gender
Year of birth
Home zip code
This is information with a high to moderate reach and a low to moderate accuracy.
Step 4 - Identified Users with Login Information
If you choose to push identified information to our CDP we are able to build a significantly longer user history on the logge dn users. In the Samhub CDP we never keep the information in clear text. It is always the publisher that holds the clear text identification information, we only hold pseudonymized one-way encrypted information about the users. This is called "Privacy by Design" and is a recommended practice in the data legislation.
Identified information we process:
E-mail
Phone number
Personal Identification Number
Address
Zip code
City
Country
With this information we can match the users to verified household information such as:
Income
Housing
Family
Car ownership
Children in household
This is information with a low to moderate reach and a high accuracy.
Aggregating Information into Audiences
In the Samhub platform we aggregate all the information into audiences, effectively anonymizing the data that will be exposed publicly.
This means that every audience can contain all different levels of accuracy. It also gives publishers control over the data quality you want to create and align it with your own respective privacy and integrity policies.
Sharing Audience Information with Third-parties
An important aspect of Samhub for Media is that we can facilitate a unified audience taxonomy across networks without intrusive tracking. But we also make it possible to share audience data with third parties such as ad networks without sharing personal information with them. This is what we call our ID-free Audience Export.
The Samhub Standard Audience Taxonomy
IAB 29 Contextual audiences (29)
IAB 29 Interest audiences (29)
Samhub population and household audiences (18)
Custom audience taxonomy
It is possible for our ENTERPRISE customers to create custom and bespoke audiences. We can ingest custom data points such as search intent and custom data sources.