Netseer CEO John Mracek explains to WIT Strategy‘s Bill Brazell how his company uses concept targeting in order to improve advertiser ROI. The company’s academic founders use ‘content graphs’ to better understand user intent. By anonymously tracking user’s page consumption, Netseer can create a cookie-based understanding of the people most likely to be interested in relevant products. Lookalike audiences enable Netseer to scale such insights.
Music: “Morning Rays” by Jim Duffy. Used with permission.