Seedtag , the leader in contextual advertising in Europe and LATAM, has developed specific computer vision capabilities to better detect sports in images and thus help advertisers make the most of visual media for the Tokyo 2020 Olympic Games.
Thanks to these capabilities, combined with its proprietary Contextual Intelligence technology, Seedtag offers brands the opportunity to expand their sports sponsorships to visual media, providing them with a high level of brand safety and improved performance without using personal data, making it not only effective advertising but also respectful of user privacy.
Computer Vision is one of the most powerful types of Artificial Intelligence. Specifically, it is the field of machine learning that is responsible for replicating parts of the complex human vision system and allowing computers to identify and process objects in images in the same way as a human would. Thanks to its image recognition technology, Seedtag can offer advertising campaigns to more than 500 million users on the content of more than 3,000 premium publishers around the world.
The Tokyo Olympics are set to kick off this month, a year late, in the Japanese capital from July 23 to August 8. The Games feature 33 competitions and, with appetite for sport at an all-time high, are expected to be one of the biggest sporting events of the summer. Due to the COVID-19 pandemic and the lack of live sporting events last summer, consumption of such content has seen a global upward trend , with sports news consumption up by more than 35%.
In light of the Olympic Games, S eedtag has paid particular attention to ensuring that its oman number data computer vision technology can detect images from publishers' websites that explicitly feature sports. Trained to detect more than 30 different sports, the model is able to indicate and distinguish sports such as athletics, badminton, basketball, boxing, cycling, fencing, football, golf, handball, martial arts, rugby, surfing, swimming, table tennis, volleyball and weightlifting, among others.
Jorge Poyatos, Co-CEO of Seedtag, says: “During the Olympic Games, we will offer advertisers premium inventory so they can associate their brand with the event. More than 70% of the adult population finds Olympic athletes inspiring and now with the help of Contextual Intelligence , advertisers will be able to reach these people by integrating their messages into content featuring these athletes. In this way, brands will be able to benefit from the “halo effect” and associate themselves with the values that these people represent and the different sports they practice.”
Brands can use image recognition to ensure greater brand safety and target new potential audiences. Image recognition technology is able to achieve this in a fraction of the time it would take a human to do so (less than 100ms). Furthermore, now that privacy laws have changed the way brands can use personal data, it is more important than ever for them to consider technologies like computer vision as a necessary component of a successful strategy .
In addition, Seedtag offers Full Stack Contextual technology : human-like understanding of content, high-impact advertising solutions and real-time placement optimization (DPO) to ensure that all brand messages are seamlessly integrated into the optimal content. In this way, Seedtag enables brands to build their advertising strategy based on reliable data and display ads in the in-content placements that best capture users’ attention.