In this session...
Contextual targeting is one of the original forms of targeted marketing and is making a comeback. The other types of targeting, such as audience based or retargeting, are in peril due to poor performance, bad user experience, brand safety and regulatory concerns. That’s where context comes in. Contextual targeting allows relevant ads to be served next to the content that users have an interest in. Context makes sense of everything. GumGum will show how context can help tackle the threats facing digital marketing today.
What You'll Learn from This Session...
- Contextual targeting is an effective way to deliver online advertisements that are directly correlated with content the consumer is focused on
- Faced with GDPR, user backlash and the rise of mobile usage, the other forms of advertising, which are largely based on behavioral targeting, are falling out of favor.
- Long gone are the days when contextual targeting was based on a simplistic reliance on a single keyword. With advances in computer vision, it’s now possible to decipher the visual content of a publisher’s page.
- When brands remain nervous about programmatic’s ability to place ads in safe and suitable environments, contextual advertising is the answer. By combining text and visual analysis, a higher level of accuracy to detect unsafe content can be achieved.
