Contextual Targeting: Why is It Important?

Apurva Pathak | July 20, 2022 | 546 views | Read Time : 06:00 min

Contextual Targeting
A KPMG study found that 86% of consumers are concerned about data privacy and 78% about the amount of personal data collected. Industry players are re-envisioning their future strategies and how they will need to adapt to the impending demise of third-party cookies.

Contextual targeting has resurged to ensure campaign reach and effectiveness, Let us examine how contextual targeting can help advertisers adapt to a cookie-less future:

Targeting Has Advanced

AI and machine learning are trending. They mimic human behavior to understand the context of any given environment to serve relevant ads. This type of targeting is called semantic contextual targeting. AI advances with Natural Language Processing (NLP) enable deeper, more nuanced page analysis that can understand tone and sentiment. Advertisers can place campaigns more reliably and brand-safely without cookies or other identifiers. Recently, TikTok launched its new contextual tool, TikTok Pulse. Brands can advertise alongside top-performing content in the “For You” feed. This symbolizes a privacy-conscious future for the digital advertising industry.

Contextual Targeting Can Outperform Third-Party Cookies

Contextual targeting can outperform cookies in clickthrough rate (CTR), cost-per-click (CPC), and viewability. Contextual targeting does not require user information, first-party data, or consent to work.

Advertisers like you can target the audience using brand-relevant content to boost brand recall and engagement, even in niche categories. You can fine-tune your inventory selection and create custom segments. This reduces the risk of the ad appearing alongside inappropriate content. Contextual targeting is also good for publishers because it lets them show ads that are accurate and relevant at the right time.

CTV is a New Contextual Ads Frontier

Targeting the right audience without cookies is difficult in CTV, but contextual targeting and the rise of more industry players offer scalable and customizable solutions. AI and audio recognition can target viewers based on what they're about to watch. Such individualized, non-disruptive ads ensure performance and brand safety in premium broadcast environments.

Final Thoughts

Changes in the advertising industry, combined with advancements in contextual targeting, make it more relevant than ever for advertisers and publishers. The industry must collaborate to create more privacy-compliant and brand-safe environments in the future.

Spotlight

Multipop

Multipop’s patented content authoring and distribution platform enables new native/programmatic advertising, in-experience commerce, and 3rd party applications to be integrated into your digital video across every platform.Exponentially increase the value of every view. With Multipop you can inject new programmatic as well as exclusive native advertisements. Our native advertisements are 100% viewable, that's right every impression is 100% accurate! Your programmatic ads can be inserted dynamically into every 'pop'? whether it's a fun fact or a poll, it's monetized.

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Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | June 13, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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AI Ad Campaigns for Improved Ad Targeting

Article | August 2, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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6-second Video Ads: Delivering Key Messages & Driving Results

Article | August 12, 2022

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Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Spotlight

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Multipop’s patented content authoring and distribution platform enables new native/programmatic advertising, in-experience commerce, and 3rd party applications to be integrated into your digital video across every platform.Exponentially increase the value of every view. With Multipop you can inject new programmatic as well as exclusive native advertisements. Our native advertisements are 100% viewable, that's right every impression is 100% accurate! Your programmatic ads can be inserted dynamically into every 'pop'? whether it's a fun fact or a poll, it's monetized.

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Teads Evolves Into Omnichannel With The Expansion Of Connected TV Media In The U.S.

Teads | September 26, 2022

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Adform UK Continues its Growth With Four New Appointments

Adform | September 27, 2022

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Contextual Advertising Expert Seedtag Opens US Headquarters in New York

Seedtag | July 16, 2022

Seedtag, the leader in contextual advertising in EMEA and LATAM, has today announced the opening of its US headquarters in New York. By opening its headquarters in the United States, Seedtag continues in its mission to become the global contextual advertising partner for brands and agencies. The ad tech company, with employees already on the ground in major US cities, expects to triple head-count by the end of 2022. The US leadership team will be led by US managing director Brian Danzis, joined by co-founder and co-CEO, Albert Nieto, who will be relocating to New York. Albert will be on-site to oversee International Sales, Marketing, and Finance and support Seedtag’s rollout in the US. The New York office will act as Seedtag’s new commercial HQ while the company’s development and operations hub will remain in its founding city Madrid. Seedtag’s main US office will be located in New York, with satellite offices in Miami, Chicago, and Los Angeles. Seedtag’s New York office will act as a base for a brand new team that will be led by Brian Danzis, US managing director. Brian brings over 20 years of experience and expertise in advertising, sales and marketing in North America. Brian has served in a number of leadership roles in digital media throughout his career, gaining a wealth of expertise in driving growth. He has gained a reputation as an outstanding leader, capable of rallying his teams around plans and effectively crafting and executing strategies. Prior to joining Seedtag, he served as EVP, agency solutions for VideoAmp where he was responsible for managing the national sales team. Previously, he served as global head of video & live event sales at Spotify, where he developed and executed the go-to-market strategy of the platform’s video ads business. With Seedtag's arrival in the US, American advertisers will be able to increase the effectiveness of their advertising while respecting users' privacy. Seedtag's solution is currently the leading contextual solution in Europe and Latin America, with its AI and programmes such as Seedtag LAB providing advertisers with a much deeper understanding of user interest.

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Teads Evolves Into Omnichannel With The Expansion Of Connected TV Media In The U.S.

Teads | September 26, 2022

Teads, the global end-to-end platform, today announces the next step in its evolution, adding connected TV to its suite of media to expand audience reach and better deliver business outcomes for brands. Known for its inRead video and display formats, Teads’ addition of CTV gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention, quality media to deliver and quantify better business outcomes. After running a successful one year beta program, Teads is adding CTV as the latest channel in Teads’ mission to future proof partner success by enabling quality at scale and building an optimal ad experience for brands and consumers. With new access to high quality environments across every screen, Teads’ CTV expansion aligns closely with the platform’s legacy of creating ad experiences that are high-value for brands and publishers while respecting the end consumer. Unique to Teads’ new CTV offering, brands will have access to creative optimization, driving action with the use of interactivity, omnichannel frequency capping and remarketing, as well as omnichannel attention measurement. The CTV offering mirrors Teads’ current solutions, guaranteeing a curated marketplace of premium content for brands to advertise within, and ensuring immersive ad experiences that are relevant for consumers. By adding TV inventory to the mix, brands are now able to buy across TV, mobile and desktop through the Teads platform, fully leveraging access to nearly 2 billion monthly unique users. Teads tapped into their existing premium publisher relationships, like Scripps, to unlock access to cross-screen audiences for brands. Tom Sly, vice president of programmatic revenue for The E.W. Scripps Company said: “We have found great value in our collaboration with Teads on its expanded omnichannel offering to provide advertisers with unique reach for Scripps’ premium CTV audiences. Our Teads CTV relationship has resulted in impressive revenue growth, and we’re enthused about what the future of this partnership offers.” This access to premium, brand safe media allows brands to reach consumers throughout the customer journey at different moments of the day for more contextualized targeting, as well as strengthening advertisers’ capabilities at the top of the marketing funnel through the Teads platform. Teads is initially launching its CTV solution in the US with additional territories to begin rolling out later this year. Mediahub US CEO, Sean Corcoran said: “We’re thrilled to partner with Teads on an expanded cross-screen campaign that leverages the importance and value of CTV. We saw positive results in a recent campaign leveraging Teads’ new omnichannel offering yielding high attention and a favorable lift in viewership for a leading entertainment client.” During its beta run, Teads successfully partnered with brands across every major category and saw positive outcomes across the funnel, from garnering high attention to brand awareness, purchase intent and tune-in conversion. Mediahub US CEO, Sean Corcoran said: “We’re thrilled to partner with Teads on an expanded cross-screen campaign that leverages the importance and value of CTV. We saw positive results in a recent campaign leveraging Teads’ new omnichannel offering yielding high attention and a favorable lift in viewership for a leading entertainment client.” Teads’ CTV offering debuts on the heels of its recently launched Teads Attention Program, which advances omnichannel attention measurement for brands, and also complements Teads Studio, its creative arm to help brands resonate with ideal audiences. Teads Studio’s team of designers and creative strategists are able to enhance and reimagine existing assets in order to drive better outcomes across all of Teads’ high-attention, premium inventory – now across digital and TV. Jeremy Arditi, co-CEO, Teads, said: “For Teads, CTV was a natural extension of our media suite as we look to innovate and continue to offer new advertising solutions for our clients that are focused on quality, immersive experiences that drive attention, and ultimately business outcomes. We are really excited to work with a new host of publisher partners and connect them with our outstanding, existing base of advertisers and their agencies.”

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Adform UK Continues its Growth With Four New Appointments

Adform | September 27, 2022

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, announce a significant expansion of its UK team with the appointment of four new team members: Julien Sneeuwjagt – enterprise sales director; Allan Sheriff – global account director; David Lionel – sales account development manager; and Milica Lukic – account director. Adform’s London office has grown to a team of 30 since it was established nearly 10 years ago and mirrors the growth the company is experiencing globally. Established in Denmark in 2002, Adform now has offices in Europe, Africa, North America, Asia, and Australia, and a team of more than 650 employees, serving more than 2,000 clients and supporting over 25,000 accounts. Adform’s solutions include the full spectrum of ad tech capabilities: demand side platform, supply side platform, ad server and data management platform for advertisers and publishers, and a world-leading, award-winning identity solution. Its Adform Flow platform enables seamless management of the whole advertising campaign lifecycle across all digital channels, enabling frictionless cross-media activation and giving clients unprecedented control. A leader in the identity space, its ID Fusion solution enables marketers to deploy campaigns based on first-party IDs alongside third-party cookies, enabling marketers to unlock scale with a cookie-less, ID-agnostic approach. Adform helps both advertisers and publishers thrive and evolve towards an advertising ecosystem that is transparent, open and privacy-centric. In the United Kingdom, Adform works with key global, and independent, advertising agencies as well as direct accounts, serving over 100 clients / accounts in sectors ranging from telecom, financial services, automotive, and retail to FMCG, sports or entertainment. Julien Sneeuwjagt joins as enterprise sales director and will lead Adform’s UK conversations with new clients in retail and e-commerce, food and beverage, and financial services, as well as independent agencies. He has a 20-year career in sales and marketing, primarily in financial services and ad tech. Global account director Allan Sheriff will be responsible for Adform’s largest accounts and brings eleven years of programmatic experience with independent trading desks, agency, and client-side. David Lionel, joining as sales account development manager, will nurture new business and new clients, supporting agencies and advertisers, and helping them engage confidently with Adform’s full stack of ad tech solutions. Milica Lukic joins as an account director, responsible for Adform’s existing clients, focusing on helping them grow their businesses by leveraging Adform’s platform and products. Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.” Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.” About Adform Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

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Contextual Advertising Expert Seedtag Opens US Headquarters in New York

Seedtag | July 16, 2022

Seedtag, the leader in contextual advertising in EMEA and LATAM, has today announced the opening of its US headquarters in New York. By opening its headquarters in the United States, Seedtag continues in its mission to become the global contextual advertising partner for brands and agencies. The ad tech company, with employees already on the ground in major US cities, expects to triple head-count by the end of 2022. The US leadership team will be led by US managing director Brian Danzis, joined by co-founder and co-CEO, Albert Nieto, who will be relocating to New York. Albert will be on-site to oversee International Sales, Marketing, and Finance and support Seedtag’s rollout in the US. The New York office will act as Seedtag’s new commercial HQ while the company’s development and operations hub will remain in its founding city Madrid. Seedtag’s main US office will be located in New York, with satellite offices in Miami, Chicago, and Los Angeles. Seedtag’s New York office will act as a base for a brand new team that will be led by Brian Danzis, US managing director. Brian brings over 20 years of experience and expertise in advertising, sales and marketing in North America. Brian has served in a number of leadership roles in digital media throughout his career, gaining a wealth of expertise in driving growth. He has gained a reputation as an outstanding leader, capable of rallying his teams around plans and effectively crafting and executing strategies. Prior to joining Seedtag, he served as EVP, agency solutions for VideoAmp where he was responsible for managing the national sales team. Previously, he served as global head of video & live event sales at Spotify, where he developed and executed the go-to-market strategy of the platform’s video ads business. With Seedtag's arrival in the US, American advertisers will be able to increase the effectiveness of their advertising while respecting users' privacy. Seedtag's solution is currently the leading contextual solution in Europe and Latin America, with its AI and programmes such as Seedtag LAB providing advertisers with a much deeper understanding of user interest.

Read More

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