A popular scientific publisher is an enviable position: they have a plethora of very detailed content and millions of active users around the world. In fact, their content is almost too detailed. For each scientific article published, the publisher collects dozens of keywords related to the field of science covered. The publisher was looking for a way to streamline the collection of this information and the building of audiences to enable accurate targeting to its advertisers, without devoting hundreds of hours combing through all the information collected.
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