Are you haunted by the ghosts of products past? Most consumers recognize the phenomenon of searching for a product only to be followed by advertisements for that specific item for weeks afterward.
While this behavioral targeting strategy became an industry standard, it is increasingly viewed by some as an inefficient use of media budgets that alienates the very people brands are trying to reach.
The solution lies in pivoting from retrospective data to real-time alignment with consumer sentiment, said Alyssa Rousso, agency lead, East Coast, Seedtag, in this video interview with Beet.TV.
Aligning with neural signals
The disconnect between a user’s current mindset and the ads they are served can create a jarring user experience.
“We’ve all been watching a comedy and we get that harsh break and we get some sappy, very emotional ad right after it and feels, you know, kind of out of place,” Rousso said. “So through Seedtag, when we’re really focused on interest combined with emotion and intent, whether someone’s watching something or reading something, it’s not only more of a privacy-first approach, but it also really helps brand dollars go further.”
To validate this approach, the company conducted research with a professor from Columbia University to measure the effectiveness of “neuro contextual” targeting against standard methods. The study examined how brain alignment impacts ad reception. “What we found was that there was actually a 3.5x lift in neural engagement when looking at that,” Rousso said.
Moving beyond ‘stereotyping’
Beyond the annoyance factor, traditional demographic targeting often relies on broad generalizations that struggle to capture a buyer’s readiness to purchase. In the current privacy landscape, where new AI intention models are being deployed to distinguish between casual browsing and transactional readiness, relying on age or gender proxies is becoming obsolete.
“When we think of demographics, it’s essentially just stereotyping,” Rousso said. “When a brand needs an outcome, we don’t really care for their gender or their age. And behavioral targeting can be somewhat outdated at times.”
This shift toward intent-based targeting is delivering tangible performance metrics for financial institutions and other advertisers. Rousso mentioned a partnership with One Nevada Credit Union that utilized these intent models. “We used our intent models and actually saw a 600% lift in monthly conversion,” she said.
Context as a performance driver
As the industry grapples with the deprecation of third-party cookies, contextual advertising is transitioning from a safety play to a primary performance driver.
“I think context is not just a backup plan, it’s really the future,” Rousso said. “Think about how many people use browsers that no longer track cookies or how many people opt out when they’re given the choice.
The goal for Rousso is to move the conversation beyond simple viewability metrics toward actual engagement and outcomes. “When brands are more leaning into how people just naturally ingest information and have that emotional alignment, you’re ensuring that your ad is not just visible, but it’s also going to perform better,” he said.
