Contextual Targeting: The Answer to Brand-Safe Ad Environments?
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- Tim from Silverbullet explores contextual targeting in the Adtech space & dissects the role of the same in the life of a savvy digital marketer & advertiser. Today’s increasing privacy concerns, coupled with the cookie’s demise, means marketers now need to deliver more personalised campaigns, in real-time and at scale More importantly, they need to demonstrate empathy and present their messaging in brand-safe environments. This is where the power of contextual targeting comes into play. Contextual targeting is a way to target relevant audiences using keywords and topics derived from the content around ad inventory, that doesn’t require a cookie or another identifier. Here are some of the key benefits of contextual targeting, and why it’s a must-have for any savvy digital marketer or advertiser. 1. Can provide context beyond text Truly effective contextual targeting engines are able to process all types of content that exist on a page, to give true 360-degree guidance
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