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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…

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…

Vidoomy Launches Contextual Video Targeting

Vidoomy, as a video advertising platform presents to their clients a new technology which allows them to show their advertising video campaigns not only to the right user but also at the right moment. During 2018 Vidoomy´s main focus was to develop a technology that allowed all their clients to be able to reach their target user using specific segments such as, Age, Gender, Career, Country, Region, City and even the interests of that user. Vidoomy now presents a new feature "Contextual Video Targeting" which allows to…

Comscore Introduces Global Verified Contextual Private Marketplaces (PMPs) for Connected TV and Video Advertising

Industry-leading contextual technology enables accurate brand safety and contextual categorization for Connected TV and video advertising Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, announced that its advanced brand safety and contextual categorization segments for Connected TV (CTV) and premium video are now available for global application. Comscore launched the capability earlier this year for U.S. clients and is now expanding to more geographic regions to meet industry…

Tru Optik and SpotX Partnership Utilizes Advanced Data Targeting

Advanced Audience Targeting Capabilities Enabled Leading Food Brand to Effectively Reach its Audience with 6.3 Million Impressions Consumer adoption of connected TV (CTV) has grown quickly, with 50% of TV households now watching streamed television — one-third of which can only be reached by CTV as they do not subscribe to cable. CTV has become a can’t-miss opportunity for advertisers thanks to its highly engaged and targetable audiences. Yet, many still face the challenge of establishing a scalable audience strategy across…

Silverbullet Launches 4D – a Contextual Intelligence Solution for the Post-Cookie Era

New 4D technology released by Silverbullet uses 1st party data to help marketers contextually target appropriate audiences in a brand-safe, post-cookie world Silverbullet Data Services Group (Silverbullet), a data-smart marketing services and product provider, has launched 4D, the group’s contextual intelligence and brand suitability product, with the mission to help marketers and advertisers deliver faster and smarter marketing capability following the impending demise of the third party cookie. 4D helps brands,…

SendtoNews Joins the IRIS.TV Contextual Video Marketplace

IRIS.TV, a video intelligence platform, announced the introduction of SendtoNews to the company’s Contextual Video Marketplace. With this integration, STN's online video platform of premium content will be contextually segmented by a growing list of leading data providers including Oracle Data Cloud, Comscore, GumGum, and Spectrum Media Services. Marketers will now be able to contextually target STN’s over a billion monthly video views across thousands of trusted publishers in a privacy-first and brand-suitable way. The…

Leading Contextual Advertising Company Media.net Joins IAB Tech Lab’s Board of Directors

Media.net will support the group’s contextual guidance and technology efforts, while providing global leadership and expertise Media.net, a leading contextual advertising company, today announced that it has joined IAB Tech Lab’s Board of Directors, with Karan Dalal, SVP Business Operations at Media.net, appointed to the board. As a board member, Media.net will play a key role in guiding Tech Lab’s work in support of contextual advertising and cookie-less identity standards, transparency and brand safety, among other…