On January 21st, José Antonio Ortega, CEO of Prisa Brand Solutions, introduced the company’s most recent solution for the US advertisers that need to connect more effectively with Hispanic audiences in partnership with Google
The SEE (“Safety Engineer Environment”) Project stems from the need to ensure a safe digital content environment for brands and. audiences. Thanks to the use of 1st Party Data, the work that the Data Science team at Prisa has been carrying out for more than 2 years and Google’s technology, the company has created different audience clusters which allow brands to advertise their messaging on Prisa’s owned and operated sites in order to connect with audiences who are interested in or are inclined to specific content that is aligned with the brands key messaging.
At the launch in New York, Ortega stated that “the project results from the need of evolving in terms of traditional processing of Brand Safety”. When brands want to avoid being associated with some keywords, they also seek to elude the negative feelings that such words generate in the user. That is why we decided to come up with a project that would take Brand Safety to the next level, in terms of keyword processing, and identify the feelings that our content generates in the readers. By using Google’s Artificial Intelligence and Natural Language tools as well as our 1st party data, we are able to assess the kind of emotions that a content will trigger before being published.
Similarly, Ortega explained that this was only the beginning, since “once the algorithm was put to work, we were able to notice that there are users who consistently consume content that results in some type of emotions. Namely, there are people who consistently consume content that sparks curiosity or happiness. This finding is in line with the idea that in every human being there is a type of personality that prevails over the rest –yet, finding this with the team was quite a surprise. So, our next step was building clusters based on content consumption patterns. This is an opportunity for those advertisers who want to abandon traditional clusters based on interests and take a new approach.”
He also mentioned that the insurance companies that have already started to work with Prisa Brand Solutions make up a great example of this: “An optimistic person is less prone to get accident insurance, just as a curious mind is more inclined to become an early adopter of new technology. He concluded that “by using our 1st party data and Google’s technology, we are able to identify behavior that is based on emotions.”
The company relies on its own 1st Party Data –as well as on Google’s technology and the development that Prisa’s Data Science team has been conducting for more than two years– to create its own audience clusters and to offer brands an easier and more effective way to purchase content inventory, while also ensuring a safe and effective environment for advertisers featuring its own content and sites.
Prisa Brand Solutions is a global brand that owns more than 50 sites and radio stations dedicated to creating high-quality content for Hispanic audiences across the world. For more than 10 years, Prisa Brand Solutions has led ComScore’s Hispanic Ad Focus ranking. Its sites include elpais.com and as.com, which are among the top Spanish sites with the largest numbers of monthly unique users worldwide.