“Biz Buzz” with Marty Agius from Semcasting, Inc

Marty Agius
Vice President at Semcasting, Inc.
Website Address: www.semcasting.com

About Semcasting, Inc.:

Semcasting owns proprietary patented technology to build customer audiences for digital targeting. We own and manage the national household database with over 140 million households and have supplemented it with over 700 data variables. we also collect over 2 billion mobile device signals every day which allows us to deliver a level of granularity in digital marketing never before achieved. We also have data on over 20 million businesses as well as a healthcare database used by many Pharma clients. All of this is done without the use of cookies and all of our data is first-party.

Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?

We work with either, but it is important for the business to understand what makes our technology so different than traditional behavioral campaigns that are suffering today.

What percent of your advertising service offerings does media buying make up?


The Biggest change in marketing that I see coming in the next 5 years is?

the internet will continue to evolve and data collection will come under greater scrutiny, but the consumer needs to be educated as to why it is so critical that marketers understand their hot buttons in order to serve them the right products at a reasonable cost

How does your marketing strategy change from working with a local advertising client to a national advertising client?

We can provide scale at a hyper-local level as well as a national campaign, due to the fact we are not encumbered by lack of enough behavioral cookies or the cookie blocking started by the browsers and Apple’s ITP.

How do you define success?

We define success when we can help a client achieve their goals with our products where perhaps they had no solution previously.


I spent 25 years in the direct marketing industry and Semcasting was a vendor of mine. They provided me a lot of data for our direct marketing initiatives. They introduced a proprietary technology using IP addresses as well as household-level demographics. We have over 700 data elements per household, and we’re able to target people without the use of cookies. And I was a client and I became so enamored with the product, it became the major part of my business getting involved in digital campaigns. I had really no prior experience in digital but the technology and being able to reach households and consumers based on their demographics as opposed to inferred behavioral data, which a lot of people were doing previously, became a big thing. So I joined Semcasting in 2014 and have been focused totally on supporting agencies and clients around the country.


What Semcasting did is we married 140 million households, 700 data elements, with all the IPs of households in the country. In addition, we actually capture over two billion mobile device signals around the country, so we’re able to link them to the home address. We have the ability to take a customer database, profile it for one of our clients through all proprietary modeling technology, and then build a predictive model of households that look like existing households.

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