Comscore and MediaMath Partner in LATAM to Launch Programmatic Contextual Targeting for Connected TV, Mobile and Desktop

Partnership delivers industry-first open exchange programmatic contextual targeting solution for CTV and video in LATAM Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, and MediaMath, the acclaimed independent advertising technology company for leading brands and agencies, recently announced that they have partnered to launch a connected TV (CTV), video, mobile and desktop contextual targeting solution available now in Latin America using MediaMath's demand-side platform. With…

IRIS.TV Joins the Unified ID 2.0 Initiative as Advertisers Seek Brand-Safe, Video-Level Contextual Targeting for Online Video and Connected…

The company’s IRIS_ID, a global unique identifier for each individual video on-boarded to its data marketplace built to enable contextual intelligence and brand safety, will be interoperable with Unified ID 2.0 for video-level targeting IRIS.TV, the leading video data platform, announced that it is supporting the industry-wide initiative to develop and deploy Unified ID 2.0. With initial development led by The Trade Desk, Unified ID 2.0 is a new open-source industry-wide approach to internet identity that preserves the…

Why Contextual Targeting Will Solve Your Third-Party Cookie Strategy Conundrum

With third-party cookies gone from the ad industry’s menu, what’s the next substantial solution? Easy. Contextual targeting. While we've seen a few industry experts call for tech innovation to replace cookies, advertisers should be leaning in on what consumers are asking for from the ads they are served. For instance, remember when publishers were blacklisted for seemingly no reason in March when their ads were considered offensive against pandemic-related news content? Contextual targeting could have immediately been…

Study: Contextual Targeting More Cost Efficient than Behavioral; GumGum Most Accurate Contextual Vendor

Four different contextual Intelligence solutions were tested against behavioral targeting across live campaigns for several major Dentsu Aegis Network clients, including Sephora GumGum published a case study indicating that digital advertising campaigns that employ contextual targeting are more cost efficient than behaviorally targeted campaigns. The study, sponsored in partnership with Dentsu Aegis Network and conducted by an independent third-party researcher, also found that overall GumGum VerityTM placed ads in relevant…

Why Contextual Targeting Is Critical for Marketers Navigating the Cookie-Less Future

We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing for a cookie-less future The increasingly privacy-savvy consumer is now rejecting the third-party cookie, with a 2018 report revealing 64% of cookies are…

GumGum and IRIS.TV Introduce Contextual Targeting Solution with Image Recognition for Video

Marketers can now leverage GumGum’s content analysis engine, Verity, to more accurately target web, mobile and OTT content across IRIS.TV’s data privacy-first Contextual Video Marketplace GumGum, a leader in machine learning contextual solutions for media, and IRIS.TV, a global video intelligence platform,  announced a partnership that brings new image analysis capabilities to video content segmentation. The partnership – uniting two companies dedicated to advancing a data privacy-first future for digital advertising –…

VuePlanner Verified As YouTube Brand Suitability & Contextual Targeting Partner

VuePlanner joins the YouTube Measurement Program as trusted, independent solution for driving and measuring marketing performance on the platform VuePlanner, a leading solution for contextual, data-driven YouTube campaign performance, today announced its verification as a partner in the YouTube Measurement Program (YTMP). Marketing Technology News: FreedomPay Integrates with Google Pay to Support Next Level eCommerce Payments YTMP was created to offer advertisers an array of trusted, independent solutions for driving…

New Comscore and JW Player Partnership Delivers Contextual Targeting for Video Advertising

Partnership enables advertisers and publishers to put in place Coronavirus brand suitability protections for video content Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, and JW Player, the world's largest independent video platform, are excited to announce that Comscore's brand safety and contextual categorization segments are available for activation across the 12,000+ media sites that use JW Player for their digital video playback. This partnership builds on JW Player's…

Comscore and IRIS.TV Introduce Contextual Targeting for Connected TV and Video Advertising

IRIS.TV's Contextual Video Marketplace now leverages Comscore's leading brand safety and contextual segments to deliver privacy-focused, relevant, and brand-safe video advertising Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, and IRIS.TV, a video intelligence platform for broadcasters and publishers, announced that Comscore's brand safety and contextual categorization segments are now available for activation in IRIS.TV's Contextual Video Marketplace. This partnership…

This Ain’t Your Parents’ Contextual Targeting

The digital industry is facing threats to its status quo that are forcing all stakeholders to ask whether it deserved to be the status quo in the first place. New data policies are pushing companies to change the way they handle their users’ data. Those legal pressures – combined with the complexity of targeting and measuring across platforms like Mobile and OTT – are shaking the foundation of Digital Advertising. Premium publishers are standing up for user experience that encourages user loyalty over time, while brand…

New Research from GumGum Shows a Resurgence in Contextual Targeting in Advertising, but Highlights Room for Industry to Grow

Use of Contextual Advertising on the Rise but Still Not Mainstream Despite New Technologies, Brand Safety and Data Protection Concerns Almost half (49%) of businesses in the US are using contextual targeting in their advertising mix with 32% relying on contextual targeting in the UK, according to a new research report “Contextual Advertising: The New Frontier.” The report, released and commissioned by GumGum, an artificial intelligence company with deep expertise in computer vision, explores the current state of…

Blis Defines “Romantic Buyers” Based on Location Data and Contextual Targeting

New Research from Location Data Pioneer Blis Identifies the New Consumer Path to Purchase; Highlights the Transformation of the Path to Purchase from Linear to Web Based on Location Data Just five years ago, the majority of shoppers placed TV ads as the primary source of knowledge for new product discovery, closely followed by friends and family. Now, Digital e-commerce is a tricky place. The consumer path in the buying cycle has grown wider and more complex with time. Location data is a very powerful tool for marketers to…

Shifting Sands in B2B Marketing in 2018: New Avenues in Self-Service Customer Portals, Contextual Targeting, and Smartphone Metrics

Part Three of  the Predictions Series for 2018 Covers Futuristic Insights on Marketing to the Millennials, Mobile Marketing Trends, and the Changing Face of Contextual Targeting The Holiday Season is over, and the New Year has brought a fresh battery of B2B marketing ideas to showcase what modern marketers are set to achieve in 2018. 2017 has been a big year for B2B tech with the rise of Alexa for business and increased integration of machine learning technologies. On the top of every marketers' list is the millennial…

Grapeshot and MediaMath Announce Global Integration to Meet Demand for Prebid Contextual Targeting

New Integration Focusing on Live Contextual and Predictive Targeting through Page-Level and Trending Topic Analysis Grapeshot, the contextual prebid brand safety, and predictive audience provider, announced a global integration with leading technology company MediaMath to meet a growing demand from its partners. The partnership sees Grapeshot’s full suite of prebid products now available globally on the MediaMath platform. “We are excited to partner with MediaMath to jointly provide a world-class contextually-powered…

How Contextual 2.0 Will Drive The Next Phase of Digital Targeting

The degradation of the third-party cookie is causing seismic shifts in the advertising identity ecosystem. We have already seen the impact it has on audience targeted campaigns, specifically on Safari browsers. And, Google has already committed to implementing similar restrictions across its Chrome browser in 2022. Understanding this, marketers are exploring solutions that provide audience scalability and efficacy in a post-cookie world. Tech companies continue to lay siege on the third-party cookie, specifically on…

Mediavine Expands Access to Contextual Ad Targeting Using GumGum’s Verity Artificial Intelligence Product

Mediavine, the largest exclusive ad management company in the U.S., has expanded its contextual ad targeting with Magnite and PubMatic using GumGum's Verity artificial intelligence (AI) product. Through Verity, Mediavine is passing contextual segments in the bid request to industry-leading Supply Side Platforms (SSPs). In mid-2019, Mediavine began offering contextual targeting as a way to combat the instability of third-party cookies in the various internet browsers. Due to growing demand from marketers, Mediavine has…

DoubleVerify Launches Custom Contextual Solution to Deliver Privacy-friendly Audience Targeting for Advertisers

DV’s Custom Contextual Solution now available to global brands on MediaMath, Verizon Media and Xandr DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, announced the launch of its Custom Contextual solution for programmatic advertisers. This new offering delivers privacy-friendly targeting by aligning ads to relevant content, in order to maximize user engagement and drive conversion. DV’s Custom Contextual solution will be available on leading DSPs that include: MediaMath,…

Quintesse Launches Advanced Contextual Intelligence Platform to Meet Market Demand For Pro-Privacy Targeting Solutions

Rooted in Proven, Patented Contextual Technology Adopted by Some of the World’s Greatest Brands, Quintesse Advances Brand Safety, Suitability and Contextual Targeting for Brands, Agencies, and Publishers With 13 patents from 20 years of contextual technology development, Quintesse has launched as an advanced contextual intelligence platform to meet the accelerating market demand for pro-privacy targeting solutions. As a new business from Vibrant Media, Quintesse provides brands and agencies complete transparency into the…

AdsWizz Announces Availability of PodScribe, New Contextual-Targeting Solution for Podcasts

Technology provides enhanced targeting and brand safety for podcast advertisers, and scalable monetization for podcast publishers AdsWizz, the leading global technology provider for digital audio advertising solutions, announced the availability of PodScribe, its contextual-targeting solution for podcasts. PodScribe provides valuable targeting and brand safety features for advertisers and enhances monetization for publishers.  PodScribe has been in private beta for more than a year, and has been tested with leading…

MediaMath Launches Contextual Ad Targeting Solution for Video in Partnership with IRIS.TV

Enables Industry to Activate Contextual Video Data at Scale MediaMath, acclaimed independent programmatic company for marketers, announced the launch of the industry’s first buy-side video contextual targeting solution for programmatic video. MediaMath is providing brands and agencies the ability to target video campaigns based on the context of each video being watched, enabling them to reach engaged audiences while viewers are watching correlated and relevant programming. Additionally, the offering empowers brands to…