Providing on-line non-downloadable software for advertisers, publishers and data providers that have, and are currently using first-party audiences to inform their media and are looking for a way to continue to reach their audiences when cookies go away, thereby leveraging their investment in cookie-based data, generating reports to easily understand where the audience being targeted with first party data spends their time, performing data analysis and generating analytics reports optimized to only target contexts and signals that produced better than average results, optimized by avoiding contexts and signals that are bringing down the performance of your campaign, and optimizing the price you pay by context or signal, and increasing the bid price on inventory over performing, and reducing bid prices on inventory that is under performing, performing data analysis using natural language processing (NLP) and machine learning (ML) methods; Software as a service (SAAS) services featuring software for advertisers, publishers and data providers that have, and are currently using first-party audiences to inform their media and are looking for a way to continue to reach their audiences when cookies go away, thereby leveraging their investment in cookie-based data, generating reports to easily understand where the audience being targeted with first party data spends their time, performing data analysis and generating analytics reports optimized to only target contexts and signals that produced better than average results, optimized by avoiding contexts and signals that are bringing down the performance of your campaign, and optimizing the price you pay by context or signal, and increasing the bid price on inventory over performing, and reducing bid prices on inventory that is under performing, performing data analysis using natural language processing (NLP) and machine learning (ML) methods