Contextual Ads Power Sophisticated Content Strategies in Privacy Era
As the advertising industry turns back toward contextual, marketers will find a much more advanced technology than the one they may equate with the term. The privacy-safe ad method isn’t just serving up sneaker ads anymore; it’s powering sophisticated, content-based brand campaigns across multiple channels and target audiences.
Peer39 Uses First-Party Audience Data to Power Contextual Ads
Peer39 became one of the latest entrants in the contextual AI space just this morning, launching first-party contextual onboarding to turn advertiser intelligence into future-proof targeting categories. In practice, this means advertisers that can no longer track customers across the Web with cookies can use first-party information about them to serve them ads based on their interests.
BeOp Launches in US, Pointing to Contextual Campaigns’ Resurgence
Is contextual ad targeting the answer to our cookieless future? As brand advertisers plan for a world without third-party cookies, they’re homing in on contextual ad platforms as a possible solution to their advertising woes. That push is leading to the development and growth of a number of platforms focused on contextual, conversational, and cookieless advertising.
Contextual Ads and Brand Suitability Are the Future of Targeting
Cookies and blocklists put brands on the back foot. Brand suitability draws on perception and customization to make sure that surrounding content makes sense for the brand’s image and customer base. And, when you combine this with context-informed targeting and human intelligence, brand suitability is the more powerful approach to engage with today’s consumers and customers in a way that also helps to future-proof today’s savvy brands.
Why Contextual Ads Are Generating More Interest
Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.
I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.
Freckle, AdSquare Team Up on Privacy-Compliant Geo-Contextual Advertising
For years, geo-contextual advertising focused on targeting consumers for specific products or services at specific locations. The strategy has delivered impressive results for many brands and agencies. But with privacy restrictions on the rise, the time has come to start reimagining geo-contextual advertising in a way that brings brands together with on-the-go consumers in a privacy-safe way.
While many vendors are looking at how to expand into privacy-safe geo-targeting, Freckle and AdSquare are getting out ahead of the pack. Just this morning, Freckle and AdSquare announced a collaborative effort to improve geo-targeting capabilities for brands and agencies across North America. Through the collaboration, Freckle will layer its privacy-safe visitation data into AdSquare’s platform.
A Return to Contextual Advertising?
Digital advertising and marketing have long been positioned as “the future” of advertising. But with the rapid changes in media and information technology of the past two decades, the future has arrived. Google recently promoted the idea that “we’re now in an era where digital marketing is just marketing.” But as the industry advances and as new protective regulations around personal data privacy are introduced, it’s also possible that some of the change could involve relying more on previously established methods. Specifically, it is possible that we are on the verge of a return to contextual advertising as the dominant form of online ads.
How CardStar’s Contextual Mobile Experience Increases Ad Engagement
Ad units that work on the web do not work on mobile. Powered by Skyhook Wireless’s Context Accelerator SDK, CardStar launched a new interface that intuitively populates users’ loyalty cards, key tags and deal content based on their proximity to nearby geofenced venues. It resulted in a 2x lift in average session length, 57% growth in daily users and 79% growth in sessions per day…
Street Fight Daily: Airport Tracks Travelers, Yahoo Looks to Contextual Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.…At Newark Airport, the Lights Are On, and They’re Watching You
(New York Times)… More on Mayer’s Search Plans for Yahoo: The “Three S’s” and Slipping Through a Microsoft Loophole (Recode)… Apple’s IDFA Crackdown Reverberates Through Mobile Ad Ecosystem (AdExchanger)…
Using Contextual Awareness, Qualcomm Labs Targets Tokyo
Dentsu has teamed up with Recruit Co. and Qualcomm Labs to create a massive location-based marketing campaign in Tokyo. The campaign builds upon a technology provider’s newly released contextual-awareness software development kit, Gimbal, to dynamically distribute offers to consumers by synthesizing a user’s location and social graph without draining battery life…
How a ‘Geo-Contextual’ Ad Campaign Produces Results
Hyperlocal has become one of the most intriguing new ideas for retailers and national brands looking to reach specific markets. Some people ask what the difference is between “local” and “hyperlocal” from a media perspective. I think the difference is clear. Traditionally, “local” media has meant DMA or metro level content such as major metro newspaper Web sites. But they could cover a pretty vast geography. Conversely, “hyperlocal” means granular, community-based or zip-code-level content…
Vericast Introduces nCountR Platform and Market Experience Center for Retail Advertising Innovation
Despite the rise of e-commerce, in-store experiences remain crucial for retailers. Recent studies indicate that a significant portion of consumers still prefer to make their purchases in physical stores, underscoring the importance of effective in-store advertising strategies. Against this backdrop, Vericast has unveiled the name of its advanced retail media platform: nCountR. Alongside this announcement […]
Navigating the Evolution of Digital Advertising: Merging Innovation with Privacy
Digital advertising is undergoing a seismic shift. Traditional methods no longer capture consumer attention or drive brand impact like they used to. This decline is exacerbated by the increased focus on privacy across platforms and publishers. However, one of the promising byproducts of this change is the emergence of new tools and channels that big […]
Why Contextual AI is No Longer Advertising’s Best-Kept Secret
AI leverages and analyzes data to take action toward the best possible outcome. However, contextual AI takes this one step further. It leverages the power of machine learning to provide human-like understanding of content. For brands, this means that they can serve relevant ads without the need for cookies or third-party data. Contextual advertising allows brands to engage with consumers within their universe of interest while protecting brand safety at the highest level.