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Contextual Targeting

Canada’s Globe and Mail Offers Custom Brand Suitability for Advertisers with IAS Context Control

Integral Ad Science (IAS), the global leader in digital ad verification, announced that The Globe and Mail, Canada's trusted source of news, will now offer IAS's leading contextual targeting solution, Context Control. This contextual technology is offered incrementally with existing IAS brand safety controls, providing curated contextual targeting and smart inventory packaging at scale. Marketers can now control their ad adjacencies with a wide array of contextual signals, including the sentiment and the emotional…

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…

Pixability Is Selected To Be Part Of Expanded YouTube Measurement Program (YTMP)

Pixability will be recognized as a leader in Brand Suitability & Contextual Targeting as well as Content Insights Pixability, the leading provider of software and insights for video advertising on YouTube, YouTube on TV and Connected TV, announced its selection for the expanded YouTube Measurement Program (YTMP). Pixability was the first company to be certified as a YTMP member in 2016. This expanded version of the YTMP will include verified partners across three specializations: brand suitability & contextual…

A New Cookie-Less ID?

To no one’s surprise, cookies dominated conversations. Google announced it would phase out third-party cookies in Chrome over the next two years. And, this week, Google’s SameSite update will go into effect, though on a small scale to start. Google’s changes follow similar privacy shifts from other top browser companies like Apple and Mozilla. Obviously, these moves are great for consumers and ultimately good for the industry. Third-party cookies have never been completely accurate and it’s time for a better tracking…

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…

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…

Putting Brand Safety in Context for Digital Publishers

Publishers generally view brand safety as a necessary means to protect their advertisers. Hard news sites and user-generated forums tend to toe the trickiest of lines when it comes to advertiser brand safety. No publisher wants to plant a sign saying "Danger: Beware of Unsafe Content" which inherently scares off a revenue source. But there may be a little bit of not seeing the forest for the trees in the sell-side’s aversion to brand safety technology integrations. I’m not the first person to suggest that publishers might…

SoundCloud Announces Global Programmatic Partnership With AppNexus

World's Largest Open Audio Platform Adopts AppNexus Technology to Monetize Audio and Video Inventory SoundCloud, the world's largest open audio platform, announced a partnership with AppNexus, the world's leading independent advertising technology company. Under the terms of the partnership, SoundCloud's audio and video inventory are now available programmatically via the AppNexus Marketplace, giving advertisers the ability to reach SoundCloud's highly engaged millennial and Gen Z audience. Buyers can…

TechBytes with Tim Harris, Chief Technology Officer, Mirriad

Tim Harris Chief Technology Officer, Mirriad Recently, Mirriad launched a ten-second in-video ad unit supported by their Visual Impact Score (VIS) to ensure advertisers can count on quality brand exposure within mainstream popular video content. To better understand the core tenets of their video advertising technology and how their latest launch enables customers to reach viewers at a more relevant scale, we spoke to Mirriad's Chief Technology Officer, Tim Harris.What are the core tenets of your In-Video advertising…