Brand safety and suitability are crucial aspects of any advertising campaign. In today's digital world, where the wrong ad placement can damage a brand's reputation, ad tech platforms offer powerful solutions to ensure that ads are placed in safe and suitable environments
Contextual targeting has helped brands meet their ideal customer across the world Google announced phasing out of third-party cookies in 2020 over mounting piracy concerns. However, it has been delayed, still awaiting implementation as of September 2022. Marketers have loved every bit of this cookie as it helped them track users and customise their browsing […]
DoubleVerify, a software platform for digital media measurement, data and analytics, has entered into an agreement to acquire OpenSlate, a pre-campaign contextual targeting platform that enables brands to align advertising with suitable or contextually relevant content across social video and CTV, for $150m (£111m). OpenSlate’s solutions provide insight into the nature and quality of ad-supported content […]
As a post-cookie alternative, contextual is gaining traction. But as we backtrack to targeted advertising, questions linger. Is it as effective? Kasper Skou, CEO and Co-Founder, Semasio, believes it is a positive move that shifts the onus from publishers to advertisers. He speaks about two approaches of contextual targeting: top-down, based on the actual content […]
Semantics is the study of meaning, reference, or identifying context and uncovering the truth. In semantic advertising, ads are created based on the value of the webpage on which the ads will be hosted — marketers identify and advertise on websites whose content has a semblance to the product that needs to be advertised. Semantic […]
