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What’s your reference point for AI?


The Terminator movie franchise? Siri?


Generative AI—arguably the most popular form of AI in advertising and media—requires inputs to generate original ideas, content, and models. Despite what Hollywood tells you, AI does not create things out of thin air. Something must inform the production process.


When a flashy AdTech company waltzes into your agency claiming to have the “latest” AI-powered solution, there’s a good chance the data feeding the AI comes from a limited, manual source. Enter, the “Publisher Pixel.”


The Publisher Pixel: A Common Data Source


The Publisher Pixel is the most popular way of gathering data. These AI companies cut revenue-sharing deals with the biggest publishers—and “big” usually means brand name and/or audience size, permitting them access to the (publisher’s) audience data in exchange for a cut of the revenue generated from the partnership.


But this method has its limitations. Specifically…


    • It’s limited to the publishers willing to participate.

    • The focus is on larger sites and networks. Smaller, niche content and sites are usually left behind.

    • The pixel can be dropped or placed incorrectly, causing inconsistencies in the data passed back to the AI.

    • Depending on the vendor, Publisher Pixels might collect personally identifiable information—the same information that’s become harder to utilize as governments enact stronger consumer privacy laws. Essentially, that’s data you either can’t use, can’t widely use, or might be illegally tapping into without knowing it.

    • Not every publisher is likely to participate. Why is that? Who doesn’t love free money? Publisher Pixels have the potential to slow page loading times, which impacts the overall user experience, making the potential for monetary gain unattractive.


The average person is unlikely to limit their content consumption patterns to the big sites, so why should an AI? Why focus on a group of sites? Your customers have access to the entire open web. Shouldn’t your data come from the same source?


Inuvo’s Approach: The Web Crawler


Inuvo doesn’t have these limitations. We wanted to ensure our IntentKey® AI had access to the entire English-speaking open web, so rather than employ Publisher Pixels we have an in-house web crawler that’s constantly crawling the internet—reading every single page.


You read that correctly.






If a page is captured by a search engine, then our crawler has likely crawled it.


Our crawler has crawled more than 110 BILLION pages and is adding roughly 1 million new pages every day.


It crawls when you’re asleep. It crawls when you’re awake. It’s crawling as you read this blog post.


Benefits of Inuvo’s Approach


Inuvo’s crawler ensures a steady flow of content is readily available for IntentKey to model off. The Inuvo approach ensures:


    1. Reliable inputs. No messy Publisher Pixels to negotiate or check.

    1. Scale: We’re not working with a limited amount of data. The models IntentKey builds are far more accurate representation of how people consume online content.

    1. 100% privacy-compliant.


This eliminates the need for messy Publisher Pixels, ensures scalability, and maintains 100% privacy compliance. With access to comprehensive content sources, Inuvo’s AI can deliver more accurate insights and improved advertising solutions, making it a promising option in harnessing the full potential of AI in advertising and media.


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Inuvo Inc

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