IntentKey FAQ for Forward-Thinking Advertisers

Our AI models analyze web-wide patterns, often uncovering unexpected audience segments engaging with your brand. This could indicate:

1. A recent promotion attracting new demographics
2. Cultural trends connecting different audiences to your brand
3. Opportunities to expand your target market

We see this as a chance to discover valuable adjacent audiences you might not have considered before.

IntentKey stands out by:

1. Analyzing multiple signals beyond just content
2. Uncovering adjacent audiences outside endemic content
3. Making real-time decisions at bid request
4. Using our proprietary concept graph for sophisticated targeting

IntentKey offers unique advantages:

1. Superior handling of signal loss scenarios
2. Real-time, AI-driven decision making
3. Highly customized modeling tailored to your brand
4. Expanded reach into previously untapped audiences
5. Expert team for campaign optimization

Our approach to retargeting is flexible and future-proof:

1. We use a Universal Pixel recognizing both cookie and alternative IDs
2. In cookie-less environments, we reach relevant audiences using contextual signals
3. For self-service, we recommend layering your retargeting audience over our modeled deals in your DSP
4. Our PMP deals focus on accessing new, relevant audiences rather than replicating standard retargeting

IntentKey enhances your overall targeting strategy, working alongside your existing retargeting capabilities to uncover and reach new, high-value audiences.

While IntentKey doesn’t require first-party data to build effective models, we can incorporate it in several ways:

1. Pixel-based modeling: If a client has a pixel on their site, we can use this to create models based on recent user behavior.
2. Filtering: First-party data can be used as a filter on top of our AI-generated models, allowing for more targeted campaigns.
3. Exclusion lists: We can use first-party data to create exclusion lists, ensuring we don’t target certain segments.

It’s important to note that our models focus on real-time intent rather than historical data. This means that while first-party data can be useful, it’s not essential for our AI to create effective targeting strategies.

IntentKey can create both pixel-free and pixel-based models, each with its own process and use case:

Pixel-Free Models:

1. Don’t require a pixel to be placed on the client’s website
2. Need only the advertiser’s name and target audience information
3. Take more time to create (anywhere from 10 minutes to 3 hours)
4. Involve handpicking concepts and content from across the web
5. Ideal for pre-sales situations or when client website data isn’t available

Pixel-Based Models:

1. Require a pixel to be placed on the client’s website
2. Can be created very quickly once the pixel is in place
3. Model an action on the client’s site using the pixel data
4. More straightforward to set up if the client is comfortable with pixel implementation

The choice between pixel-free and pixel-based models depends on the client’s needs, technical capabilities, and the stage of the sales process. Both types of models leverage IntentKey’s AI to create effective targeting strategies, but they use different data sources to do so.