About the Audience Discovery Portal

The Audience Discovery Portal uses Inuvo’s IntentKey artificial intelligence technology, which is trained on a large corpus of text data from the internet. IntentKey has read billions of pages and continues to read millions daily, resulting in an interconnected web of words, ideas, sentiments, and more. This is the first-ever use of generative AI for advertising, allowing IntentKey to generate descriptive information about an audience representative of any product, service, or brand.

It’s a machine with the ability to generate something that didn’t exist for the topic it was asked to explore.

Natural Language Processing (NLP) is one of many subfields of artificial intelligence (AI) that deals with the interaction between computers and the human language. The goal of NLP is to enable computers to interpret the human language, then generate information resulting from that interpretation. At Inuvo, we have taken things one step further with a language-model-based, generative AI capable of identifying the words associated with the audience for any product, service, or brand. The result is the ability to reach those audiences utilizing our AI systems without requiring any client or third-party data.

• Audience - A group of anonymous consumers, defined by the collection of Concepts that together or individually, signal their intent in the product, service, brand.
• IntentKey - The proprietary, patented artificial intelligence technology that powers the Audience Discovery Portal.
• Insights - The collection of information provided at the portal about the audiences being explored.
• Concepts - The building blocks of our AI. The abstract ideas underlying principals, thoughts, and beliefs within the language. They play an important role in cognition.
• Intent Signal - The collection of Concepts that together signal the intent to purchase or be interested in the thing (typically a product, service, or brand) associated with the Audience.
• Persistent - An advertising term used to describe cookie IDs that last more than a day and/or fingerprinting methods which can use an individual’s IP address so information can be collected and assign to a consumer.
• Engagement - A ranking system that measures the level of interest and involvement of a specific demographic associated with the Audience. The portal uses a star to annotate an engagement rank above 50, indicating a higher level of engagement.
• Audience Size - The size of the prospect pool (i.e., Demand) associated with the audience. In the portal categorized as niche, small, medium, large, or general. Inuvo can provide the daily size estimates of the Audience to clients of our services.
• Top Audience Categories - The collection of Concepts on the Internet that our AI has determined are currently signaling the strongest intent. These categories will change over time.The IntentKey re-evaluates this every two days.
• Trending Concepts - The most popular Concepts among the tens of millions of possible concepts currently trending in the world. These Concepts are representative of the most discussed things across the zeitgeist. The IntentKey updates its understanding of the zeitgeist every two days.
• Industry Trends - The changes in Audience size (i.e., Demand) associated with Industry Categories determined by our AI to be changing the most. The IntentKey updates its understanding every two days.

The Audience Discovery Portal was designed to showcase a subset of the information our AI is capable of generating. Our AI technology was not designed as a general purpose Q&A technology like ChatGPT, although both technologies are based on proprietary language models. Our AI was built purposefully for the advertising use case where identifying and actioning audiences (i.e. place media) aligned with an advertiser’s products, services and brand determines performance.

Yes. In addition to IntentKey, we have other products each of which uses different types of AI. As part of our consumer privacy mission, the other challenge facing the advertising industry is attribution. Most attribution systems use the cookie. We have developed an AI-based, machine learning tool that allows our clients to understand how each of their media channels is contributing to their KPI – without needing to persistently track users from those channels. We provide the results of the AI in a Dashboard that is used for ongoing media planning / budgeting. For more information on Media Mix Optimization, please contact us.

Although we haven’t granted access to all the information our AI can generate, the audience relationships provided are just a small subset of what IntentKey knows. Apart from generating concept relationships that define the intent of an audience, the AI can also provide, for example, a sentiment score for each concept. Please contact Inuvo to learn what our AI can discovery and action your audience.

Inuvo does not and cannot control what others do with the insights generated by our AI. However, when we work directly with clients or through agencies, we ensure ethical use of our technology on their behalf. To prevent general misuse, we limit the number of disclosed Concepts, search capabilities, and generated insights. To learn more, please read our Terms of Use.

At Inuvo, we prioritize the impact of AI on humanity. While AI may instill fear, the technology itself is not necessarily the issue. Instead, we should focus on the potential for misuse by bad actors, which could result in unpredictable and harmful consequences. Therefore, we approach AI with caution and allocate resources to mitigate potential risks. Our CEO, along with other prominent figures, signed an open letter advocating for the responsible development of powerful AI systems. This emphasizes the importance of ensuring that AI systems have positive effects and manageable risks.

To action our AI (i.e. launch advertising campaigns), we engage with clients to understand their business strategy. Since our AI can effectively model any audience for a client’s advertising, discussing their strategy helps us harness the full potential of the AI in a way that aligns with their goals. IntentKey’s flexibility as an audience discovery technology, in addition to its intelligence, makes it a powerful tool.

It may be tempting to dismiss the information generated by our AI and conclude, “I get this kind of stuff today.” However, conventional ID-based audience information relies on structured, finite data sets that use broad categorization of data. This leads to an inexact fit with the product, service, or brand. IntentKey can evaluate and make meaningful decisions on any ad impression opportunity in real time. IntentKey is able to make real time decisions, in part because it doesn’t need to ingest any third-party data from any cumbersome and delayed ETA process. Rather, it generates the data itself. The combination of these capabilties are what allows IntentKey to outperform traditional audience data solutions.

Currently, prospecting for audiences involves purchasing 3rd party datasets (cookie lists) that align with your existing customer activity. These lists are often broad and categorical, leading to mismatches with specific consumers. These lists are also the same ones purchased by your competitors. There is also a delay in when these lists are created and sold from when their audiences actually showed intent, and these lists need to be ultimately matched to a cookie, which currently stable cookied traffic only represents 25% of ad impression opportunities. However, IntentKey is specific to each individual client and doesn’t require structured data. As a result, our AI illuminates all the unique aspects of audiences for any given client, providing a 100% unique audience that is never shared between clients. This is a significant improvement over the prior method, which relied on broad and often inaccurate data, stale data, and lack of ability to reach non-cookied users

A cookie is like a unique identifier (i.e., a number) for each user. When advertisers have access to a Persistent ID, they can gather information about you to make advertising decisions. To find specific audiences, companies purchase cookie IDs from vendors who sell this audience data. There are both 1st party and 3rd party cookie IDs, and although the mechanisms behind them differ, their functional use is the same.

Our AI was designed to not require cookies, but it can make use of them if they are available. For clients who wish to pursue this option, we work with them to determine the best companies to onboard and match this information, making it actionable. When a 1st party ID is present, our AI will use it to augment its understanding of audiences.

IntentKey uses concepts, not demographics, to drive audience selection. Demographics are inferred from a collection of concepts.

We are not aware of any other company that has applied a generative artificial intelligence based on a language model specifically to solve the advertising challenges associated with privacy. Large platforms like Apple have already started to block 3rd party cookies, limit 1st party cookies while routing their users online traffic through their privacy protected VPN. It is just a matter of time before all the major tech platforms take similar steps to enable a privacy-first world universally in the United States.