Better Prediction Initiative: Wemf launches "Rapid"
With «Rapid,» Wemf is launching another offering as part of the Better Prediction Initiative (BPI). The tool is designed to help publishers and advertisers create more accurate user profiles and deliver both content and ads on online platforms in a more targeted manner.
With the Better Prediction Initiative (BPI), Wemf aims to ensure greater transparency and quality in online advertising. With the new "Rapid" data set, missing or existing user profiles and predictions can be enriched in real time with segmented user information from the Wemf data set via an interface connection (API). User profiles are supplemented with current data in a fully automated process, which enables the profiles to be iteratively updated and refined. According to Wemf, this results in various options for making the profiles more precise and displaying targeted content and advertising more effectively.
The data for "Rapid" comes from the ongoing population-representative Wemf surveys, in which around 15,000 people in Switzerland and Liechtenstein are questioned annually on a wide range of topics. The extensive data set includes all known variables from the MACH studies and thus covers a wide range of demographic and geographical information, personal interests, consumer and shopping behavior and values.
Goldbach is the first customer to implement "Rapid" in its networks, including the news platforms 20min.ch and Tagesanzeiger.ch. "We are using the new 'Rapid' service to optimize and sharpen our user profiling. This will enable us to further improve our targeting offerings and we hope to be able to offer our customers further new, attractive targeting offerings in the future," says Stefan Wagner, Managing Director of Goldbach Audience.
With the Better Prediction Initiative (BPI) Wemf supports publishers, marketers and advertising clients in validating and optimizing their predictions and improving their targeting. In this way, it creates transparency for the advertising market and contributes to improved online targeting. With the labels "Better Prediction Initiative by Wemf", "Prediction Accuracy Check certified by Wemf" and "Rapid by Wemf", participants can prove to the advertising market that their predictions and user information meet the highest quality standards.
