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March 4, 2025
Company’s Search-to-Display™ Advertising Solution Uses Exact-Match Keyword Targeting in Programmatic Display Advertising as An Alternative to Search Engine Marketing
New York, NY, March 3, 2025 – NinaData, a Finnish ad tech startup, is excited to announce its innovative solution specifically focused on enabling personal injury lawyers (PILs) to reallocate their search engine marketing (SEM) efforts into programmatic display advertising, using their same keyword lists and ad creatives, but with a fraction of the cost-per-click (CPC) charged by search engines. The company’s managed service demand-side platform (DSP)_and semantic data solutions use proprietary large language model (LLM) methods to understand, index, localize and curate open web media, pinpointing audiences of high-intent PIL client prospects.
Marketing spend by personal injury lawyers in the United States now exceeds $57 billion. Firms with dedicated budgets can often spend up to 30% of their marketing budget on digital marketing and 20% or more of that amount on paid advertising, including SEM. Although more than 80% of PILs work with marketing agencies and stay actively involved, the vast majority of PILs express concerns that increasing their marketing efforts could distract from their billable hours and reduce revenue. Further, although most law firms say they’ve engaged in SEM, over 80% of these firms don’t think the ROI is worth it due, in part, to surging CPCs for competitive keywords and phrases.
Listening to PIL marketers, and understanding the local emphasis of their efforts, NinaData uses proprietary tools to tightly manage the domains and full-path article URLs it indexes from the open web programmatic advertising ecosystem, applying semantic science for contextual, topical and location relevancy, and brand safety. The company also trained its own LLM to evaluate intent signals in order to ensure tighter match between ads and media to generate quality ad clicks. As a result, NinaData enables PILs to use their same search ad creative and SEM keyword lists for exact-match targeting of media on the open web (standard IAB ad inventory typically in more prominent positions than search ads) at potentially lower CPCs than search engines, including Google and Microsoft Bing. Further, specific focus on PILs helps NinaData efficiently harness vertical content better than other contextual ad tech tools that claim to be advanced in how they boil the ocean of topics and keywords, often mistakenly matching keywords in content that has little commercial value for their client’s ad campaigns.
“Competition for attention is costly, especially for PILs. Every day, law firms throw thousands of dollars at search ads, chasing the same accident victims, bidding on the same keywords, and driving up CPCs even higher for the industry,” said Valtteri Pukander, NinaData CEO. “We see an opportunity where search engines reserve exact-match targeting for SEM and only offer less effective broad-match targeting for their display ad network. It’s time PILs have an ad solution that works for their bottom line instead of only that of the search engine.”
NinaData’s Search-to-Display™ solution delivers new dimensions of value for PIL marketers:
- Simple Onboarding. We start with our client’s same SEM search ad creative and keyword list. Our managed service solution allows clients to monitor their campaign performance without being actively hands-on. We do the hard work of exact- or broad-match keyword targeting, optimizing search ad creatives to IAB display formats and translating display ad CPMs into search-to-display CPCs to optimize our client’s campaign performance within desired parameters relative search engine CPCs.
- Scaled Vertical Content. We focus on and index media content specifically relevant to PIL client prospects based on our real-time content listening and LLM-based analytic methods. Our index of hundreds of millions of high-quality articles with full-path URLs, selected from billions of candidate checks, is constantly growing and being honed for relevancy and precision. We only deliver our clients’ ad campaigns into IAB-standard display ad inventory on trusted publishers and/or client-whitelisted domains.
- Deep Semantic Understanding. We apply proprietary LLM and semantic methods to analyze brand safety, categories (4000+ categories, extendable and customizable), keywords, sentiment/tone, topics and intent signals, among other attributes, and to support our client’s keyword targeting strategy and match their ads to the best pages for click-through performance. We know where our clients’ ideal prospects are reading, so our clients’ ads show up there when it matters most.
- Precise, Real-Time Forecasting. We use log-level impression/click data from our real-time programmatic listening to help our clients forecast impression volumes, campaign pacing and budget requirements. We also help our clients optimize campaigns for keyword performance using the RAG (Retrieval Augmented Generation) GenAI framework for continuous performance-based optimization.
- Keyword Discovery. Coming soon on our roadmap, we will help our clients discover deep insights and new high-performance keywords that drive clicks beneath the surface. Together with our forecasting solutions, keyword discovery will consistently deliver higher engagement metrics with less waste than other contextual ad tech solutions.
“This isn’t just another ad platform. Our search-to-display solution is a shift in thinking,” explains Kimmo Valtonen, NinaData CTO, “This is an offramp for personal injury firms to escape the competitive dynamics of SEM keyword bidding wars and reach prospective clients in the media they’re reading. We help our customers sidestep traditional PPC traps and, instead of competing in crowded search results, we use AI and LLM-powered technology to deliver our clients’ ad campaigns on relevant, recently published, high-intent whitelisted URLs and to keep their brand top of mind when their client prospects may be searching for a lawyer.”
About NinaData. NinaData builds technology to help brands engage with in-moment audiences in their natural environment. We offer industry-first solutions for advertisers, programmatic advertising players and content owners to interact in a meaningful and privacy-safe manner. Our WordIntent™ solution is a real-time contextual data platform for driving in-moment online results for performance marketers. Using purpose-built AI for semantic analysis of text, video and images, we build sustainable data value and insights for brands and content owners.
Visit us at www.ninadata.io
