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Not every DSP is reliant on third-party tracking cookies for targeting. Here are three approaching targeting differently. These companies, like the 30 ad networks that have registered their support for the White House’s Do Not Track proposals, have adjusted their own context of audience targeting to ride out whatever legislative storms that may arise.
Admantx uses semantic behavioral targeting to interpret keyword usage in social conversations, identify emergent spheres of influence and match ad inventory to content.
Peer39 is another real-time bidding enabled demand-side-platform that employs semantic web technology to permit audience segmentation and responsive inventory management.
DataXu is a DSP that uses a campaign-specific algorithm to provide insights for audience discovery and targeted real-time bidding within a context-driven strategy.
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