OneRiot's 'Social Interest Score' Defines Mobile Audience Segments For Advertisers

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As we wrote earlier this year, OneRiot launched a social targeting service for mobile ads, that offers highly targeted ads within mobile apps. Similar to Klout’s social influence score, OneRiot has developed a “social interest score” to define mobile audience segments based on social interest categories.

With the new social targeting service, OneRiot allows advertisers to reach targeted audience
segments on mobile, from busy moms to tech influencers to sports guys to fashionistas. Segmentation and targeting are based on factors such as audience interest profiles, demographics, social influence and realtime conversations. OneRiot’s audience profiles are created by mining and analyzing public big data social streams from services (i.e.Twitter). The company says that this data is derived from users that heavily engage with content on their mobile device that is relevant to their current social activity, including status updates, tweets, photos, advertising and more.

Now OneRiot is opening this segmentation algorithm up to allows users to see your ‘social interest segments.’ The algorithm is based on a number of factors, including follow graphs, interest graphs, influence graphs, and the content behind links that are shared across those graphs. You simple enter a social media user name that you associate with on mobile (e.g. your Twitter handle) and OneRiot returns your “social interest segments” – along with an example an ad we might show you. H

For example, if you follow BBC Top Gear on Twitter, and other friends you follow post links to Auto pages on nytimes.com, then OneRiot would categorize that activity as belonging to the “Auto” category. OneRiot would then work with car brand advertisers like Volvo to help them deliver interest-based mobile targeting campaigns to the “Auto” audience segment on mobile.

Audience targeting isn’t new-it happens in online advertising all the time. But it’s interesting to see what segmentation you fall in as a Twitter user and how advertisers are placing you into a particular demographic.

We have early access to the tool for 140 TechCrunch readers. Those who are interested can send an email to theteam@OneRiot.com, and the first 140 responses will get access over the next week.