NEUTRUM
Developed by
Hase und Igel
Hase und Igel

Targeting

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Trusted by over 200 clients in 9 countries, among them
vodafone
Schaeffler
Haspa
Galenica
stihl
Avnet
Isotec
media plan
marcapo
Stadtsparkasse Düsseldorf
bright data partner
Currenta
Advyce
Generationenstiftung
Gasline
Steinel
Drehmoment
SWB
AIKA
whatzdogs
Zentrum für digitale Innovationen Niedersachsen
Famo
BMÖ
Berky
Hüffermann
ifvoe
enormedia
ivh
Kreatives Unternehmertum
itea

Right Time, Right Place, Right Context – Without Cookies & Publisher Data

Personas and socio-demographics are of little use for targeting, because you can’t check who is really sitting in front of the screen – do you really want to trust publisher data in times of rampant bot traffic, ad fraud and AI slop? Cookies were once useful, but are dying out. And database marketing often fails because customers are not willing to share their data. NEUTRUM opens up a new possibility: targeting based on the actual, measurable behavior of (nearly) everyone on the Web. Independent and 100% explainable.

By gathering anonymous behavioral data across all digital channels – search, social media, journalism, websites – our Explainable AI algorithms understand where people interested in your products typically get their information from, whom they trust, when they are active and which aspects of which topics they are interested in. On this basis, NEUTRUM shows you how to play out your content and advertising with precisely the right argument at the right place and time. Great for data protection. Great for the customer.

What does Targeting do for me?

  • Make yourself independent of cookies and publisher data.
  • Learn from the information behavior of your market – with your own, explainable AI models.
  • Identify the best topics, channels, influencers and timing achieve your marketing goals.
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How you determine when, how, and where to optimally reach your target audiences in less than a week, starting at 5.200 NEUTRUM Credits (max. 3.500 Euro)

What happens on day 1:

  • You familiarize yourself with the system (our onboarding team is happy to help).
  • You define and set up your products, topics, and areas – with the friendly support of our AI.
  • Through our guided process, you set up your desired target group and targeting analysis in just a few clicks and put the algorithms to work.

What happens on day 2-4:

  • NEUTRUM collects all relevant Google searches and content for you from digital journalistic media, social media, review platforms, websites, etc., and analyzes where and how your target audience gathers information.
  • Our language model deciphers the contextual relationships and creates a relevance map of what drives your target audience, what matters to them in each context, and the different camps or segments that exist.
  • Meanwhile, our quantitative modeling engine determines, for each topic and context, which channels, which actors (journalists, influencers, companies), and what timing offer the best chances of success.

What happens on day 4 at the latest:

  • You’re ready to get started — you know exactly:
    1.) Which topics and aspects resonate most strongly with your target audience and when they become relevant.
    2.) Which channels and opinion leaders will help you reach them most effectively, and at what times.

What are the next steps with NEUTRUM:

  • Connect your own channels and let NEUTRUM continuously evaluate the effectiveness and efficiency of your marketing mix. NEUTRUM actively shows you how to maximize your ROI.

NEUTRUM puts you in control.

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14-day free trial

Test NEUTRUM for free with real-world demo data and 250 Credits for your own analyses

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Maximum Freedom

No mandatory subscription – maximum flexibility for your business

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Easy Credit System

Purchase and use credits for all NEUTRUM functionalities – no hidden cost, no complex contracts

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Control & Transparency

All your data & results belong to you and can be downloaded anytime. We never share them with anyone.

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100% Explainability

Our AI does not hallucinate and will always show you why it comes to a conclusion and how certain it is. 

Try it for free – with real data!

Success Stories

Who Let the Dogs Out?

Who Let the Dogs Out?

WhatzDogs wants to make life with dogs less stressful. For the successful market launch of this new app, it was important to have a clear understanding of the issues that dog owners have to deal with. NEUTRUM charts the path for content strategy, channels and timing.
Read this Story
Galenicare x

A Fresh Injection of Energy for the Content Strategy

Identifying the truly relevant health topics from thousands of possible topics – and presenting them at the right time and in the right format to generate maximum resonance. This is what Galenica achieves with NEUTRUM.AI!
Read this Story
NGO identifiziert Medien, Influencer und Zeiten für mehr Impact

Listening to the Youth

Aiming to give more opportunities to young people in media and politics, the foundation uses Neutrum–to be more exact, two Neutrum modules are used to determine the best media, influencers and occasions for positioning to promote generational justice.
Read this Story
whiskey

Cheers to Success

Many liquors are consumed in bars, clubs and festivals. The Corona lockdown threatened the sales and by extension, the product brands. So what do you do? Lead agency Drehmoment relies on Neutrum and finds the best venues where the drinks are consumed, and the best media to keep the brand on the minds of the consumers.
Read this Story

Targeting

à la NEUTRUM – that's how we do it …

  • For your targeting, NEUTRUM does not rely on cookies and publisher data, but rather measures throughout the market when, how & where people get their information on your products and what they care about.
  • The “data pots” we tap into include search results, media articles (incl. social), websites, advertising, user flows on the web and in physical space – but also structural data, e.g. on population, economy, infrastructure, weather etc.
  • We study actual behavior. So our AI can precisely evaluate when and where people are really on the move in the appropriate context and what the decisive aspects are for activation.
  • We measure continuously. So, we see quickly where behavior is changing – so you can adjust your placements and arguments immediately, instead of building on media data or surveys from last year.
  • Our AI is not all pre-trained on some generic datasets (like Wikipedia) but gathers data for your specific questions and your specific products & markets in real-time, learning from it to deliver you concrete, hallucination-free answers to your business questions.
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Testimonials

Here’s what people say about us.

The TOPIC NAVIGATOR allows us to identify sweet spots for our customer to better position them.

Christoph Rieckmann, Managing Director Drehmoment

Data is always better than guessing – and the near-real-time view gives us a different ability to act than pure surveys. With the continuous input from HASE & IGEL, we have made our communication process much more powerful.

Kerstin Treichel, Managing Director AIKA

With the NEUTRUM applications, successful market cultivation is not left to chance anymore.

Prof. Hansjörg Zimmermann, CEO, WhatzLife

World class service that brought us to a new level in the area of marketing!

Raphael Opilski, Advisory Board Member, ISOTEC

Frequently
Asked
Questions

  • Isn’t that just for performance marketing?

    Not at all! With our system you can include all your advertising media – from display to large-scale, from search engine to mailshot, from radio to podcast. We would be happy to show you real case studies – arrange a meeting to get to know us!

  • Do I have to bring my own historical data?

    Not necessarily. If learning from your previous targeting can be transferred to the contextual targeting approach – for example, to switching/broadcast times or topic environments – this makes the learning curve steeper. But in principle, our solutions also work extremely well with 3rd party data alone – i.e. the complete “external view”. Not least because our system also learns from your competition.

  • What specifically is different with your approach in comparison to the status quo?

    Actually, everything: Forget your personas. Forget your cookies. Contextual targeting à la NEUTRUM works entirely on the basis of time, place and topic. If you already have insights or assumptions about this, we can very well include them – but we don’t have to. The determination of the optimum is then up to the AI! How it does this: by not tracking each individual user, but by determining across many recipients where and when they are best accessible for your topic and what is most likely to trigger them. It’s new, but not that complicated: Arrange a meeting to get to know each other!

  • Is targeting a consulting project for you or can I do it myself with your tools?

    You can definitely do it yourself with our tools – that’s what they are for 🙂
    The right tool selection, the right combination and the optimal setup depend on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

  • What does contextual targeting cost?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, you should expect a (higher) four- to five-digit amount. The drivers for costs are:

    • How many products/topics/use cases do you want to look at?

    • How many and which advertising media do you want to include?

    • How many languages are relevant and how far do you want to differentiate regionally?

    • What data do you already feed in yourself and what new data do you want to collect via our tools?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

NEUTRUM

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