Why contextual targeting is back in style, and how to take advantage

May 19, 2021

 

Recent developments in the data economy for advertisers, including the deprecation of third-party cookies, have tipped the scales in favor of contextual targeting tactics. Additionally, advances in technology have unlocked the usage of contextual targeting in concert with first-party and/or CRM data.

 

This emphasizes the need for advertisers to layer other targeting tactics such as behavioral, which accesses geographic, demographic, and interest-based data in tandem with contextual signifiers.

 

Need a refresher on what is contextual advertising?

 

Contextual advertising means placing your ads in environments where the site content is similar and more relevant to the audience. The ability to target contextually relevant content varies significantly across contextual intelligence vendors.

 

illumin uses GumGum’s contextual intelligence technology, Verity, to analyze text, images, and videos to provide relevant, brand-safe, and effective advertising. Verity allows advertisers to choose from broad categories and granular classifications, as well as the IAB 2.0 taxonomy.

 

Using advanced machine learning, illumin allows precise contextual targeting by processing text and images within web pages to achieve a human-like understanding of the content.

 

The contextual targeting advantage

 

Today, artificial intelligence helps amass vast quantities of media to train neural networks to identify and predict the content on webpages. Contextual targeting tactics allow advertisers to hone in on page-level content and select which categories align the best with their brand.

 

Contextual advertising is used during direct response and/or performance-oriented campaigns to ensure relevant ad placements are secured. This allows marketers to take advantage of the tactic within the conversion phase of the consumer journey and maximize on CPA.

 

Contextual targeting helps you focus on advertising opportunities that best correspond with your messaging to enhance the relevance of your ad placement.

 

Brand safety & suitability

 

Contextual technology is used to achieve brand safety and suitability goals, such as pre-bid protection or whitelist/blacklist capabilities. illumin uses Verity to scan digital content for offensive text/imagery and filters for eligible inventory based on your brand’s unique safety concerns—before an ad is served.

 

Now more than ever, consumers care about where they shop and are conscious of the environments where brands choose to advertise. As a result, contextual advertising can fill the space between brand-safe media environments and relevant digital content.

 

Contextual advertising will remain an important component of your digital advertising strategy as brands seek greater ad-safe environments and alignment with relevant consumer categories.

 

See for yourself

Interested in learning more about illumin and contextual targeting tactics? Click here to schedule a demo and see illumin’s contextual targeting features for yourself.