Overview

Semantic segments are sets of categories based on page-level semantic meaning of the web content. Equativ uses its in-house cutting edge solution based on artificial intelligence and deep learning technology to classify its natively integrated web inventory and build semantic segments, which enable you to set targeting based on the true meaning of a page rather than on superficial keywords.

These segments fall into the following types:

• Standard segments: industry-standard segments corresponding mainly to the IAB taxonomy. 
• Language of the page: segments containing pages in a given language. 
• Equativ custom segments: custom semantic segments created by Equativ upon request, for example Christmas, Eco-friendly, Agriculture. 
• High-attention segments: segments based on predicted calculations of end users' attention scores, including providers such as Adelaide.

Access

To access semantic and performance targeting, select Media Planning from the navigation menu. The semantic and performance targeting options will appear in the Data marketplace section of the Targeting panel. You can also access semantic and performance targeting directly from the line item page. For more information, see Create line item: targeting.

Semantic classification 

To build semantic segments, Equativ classifies web pages according to the following process:

1. Ad tags integrated on the publisher’s websites send requests for ads to Equativ’s system. 
2. From these ad requests, Equativ retrieves the web page URL and downloads the page content. 
3. Equativ extracts the main content, removing elements such as headers, footers, and ads. 
4. Equativ translates the content. The following languages are supported: English, French, German, Spanish, Portuguese, Italian, Polish, Arabic, Chinese (simplified and traditional), Japanese, Korean, Dutch, Thai, Turkish, and Russian. ⚠️ Warning: the languages Equativ’s algorithm can translate are different from the language segments available for targeting. 
5. Equativ applies the Natural Language Processing algorithm to the content. 
6. Equativ determines and assigns the content to the most relevant semantic segments.

Costs of semantic targeting 

Each segment type comes with a CPM-based price. The total cost is determined by the highest price among the targeted segments, regardless of the number or type of segments selected. The pricing for each segment type is as follows:

• Standard segments: €0.20/CPM 
• Custom segments: €0.20/CPM 
• Language/Covid-19 exclusion: €0.05/CPM

Configure semantic segment targeting

To configure semantic segments, follow these steps: 

1. In the Targeting section, expand the Data marketplace tab. 
2. Select + Add semantic and performance segments. 
3. In the Semantic and performance segment targeting window, expand the providers of the segments and then select the desired segments. Above the segments tree, you'll find the avails and median CPM metrics, which update each time you select a new segment. Additionally, you can view the avails and data fee for each individual segment in the tree view.
4. Select Apply. 

In the upper right corner, you can view the total cost of your selected segments, as well as the list of selected segments, which are connected using the OR logical operator by default.

The inventory insights are recalculated in real time, displaying the available volume for the selected segments. For more information, see Get inventory insights.

Manage segments

You can manage the semantic and performance segments with these options:

• Reorder segments: to change the order of your segments, drag and drop them.
• Change the OR/AND relationship: to change the operator, click it.
• Exclude segments: to exclude selected segments from your targeting, use the switch button on the right.

Each time you change the semantic and performance segments, inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights.