DoubleVerify Launches Contextual Targeting Solution for Digital Publishers

New offering utilizes DV’s Semantic Science engine to create highly contextually relevant targeting categories

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced the launch of Custom Contextual targeting for DV Publisher Suite. The new solution enables premium digital publishers to effectively monetize in the post-cookie era, without sacrificing consumer privacy, by positively targeting relevant ads and aligning inventory with advertiser targeting objectives.

Marketing Technology News: MarTech Interview with Jason Brown, Addressable Advertising Lead for WarnerMedia Ad Sales

“We are thrilled to launch DV Custom Contextual for publishers, a privacy-safe solution that draws on our 10+ years of experience in ontology to help both advertisers and publishers drive performance, by aligning ads with content that is contextually relevant to consumers.”

“Increased privacy regulation and the deprecation of third-party cookies and mobile identifiers are ushering in a shift away from third-party audience targeting,” said Mark Zagorski, CEO of DoubleVerify. “We are thrilled to launch DV Custom Contextual for publishers, a privacy-safe solution that draws on our 10+ years of experience in ontology to help both advertisers and publishers drive performance, by aligning ads with content that is contextually relevant to consumers.”

Unlike solutions that rely heavily on keyword analysis, Custom Contextual leverages DV’s Semantic Science engine to create highly relevant and accurate targeting categories. Using this approach, DV classifies content into 200,000+ concepts, as well as new in-market and event-based categories, enabling publishers to prioritize and price inventory based on the topics that resonate most with specific advertisers.

“Leveraging keywords for contextual targeting can lead to ads being served alongside irrelevant content, or worse, content that’s outside brand safety standards,” said Mimi Wotring, SVP of Publisher Sales and Client Services at DoubleVerify. “Simply put, keyword-based contextual targeting has a ceiling of effectiveness for audience targeting and, therefore, inventory monetization. We are excited to unlock the full potential of contextual targeting, helping publishers thrive in a post-cookie, privacy-first world.”

Marketing Technology News: How Social Media Is Impacting SEO In 2021 And Beyond

In addition to IAB categories, publishers can enable advertisers to target customers with ads in seasonal categories, such as Halloween and Black Friday, as well as in-market categories to target content relevant to purchase intenders.

For example, DoubleVerify’s “In-Market Auto & Vehicles” category specifically focuses on content that signifies vehicle purchase intent, such as vehicle reviews. Alternatively, the standard IAB category for “Automotive,” has a broader focus and would not only include the vehicle review site, but also include content not specific to purchase consideration like an article on the history of automobiles. This makes it less clear where an ad is reaching the customer in their path to purchase.

Marketing Technology News: Mercedes-Benz USA Launches Nationwide Brand Experience to Introduce the All-New Mercedes-EQ Lineup…