CONTEXTUAL DONE RIGHT
Advanced Contextual is the solution needed today for tomorrow’s cookieless world. Our proprietary contextual solution, which has the ability to understand the meaning of a page at the topic level – not just through a few isolated keywords - provides the differentiated foundation for our products & services.
OUR NEXT GENERATION COOKIELESS TARGETING PLATFORM IS...
COOKIELESS
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Audiences based on what people read, not opaque demographics or predicted behavior
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We match the right ad, at the right time, inside all privacy frameworks
PRECISE
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Rank, score, target leaf-node media: articles/videos, with a 30 day lookback
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Plan framework avoids ambiguity
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Whole page analysis versus keyword extraction
SCALED
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4bn article-level pages in our real-time index, constantly updated
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18 month cache of content consumption
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100s of millions of targetable disambiguated topics & entities
PERVASIVE
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Works on all media types on web and mobile devices
BRAND-SAFE
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Find both safe and suitable environments at the plan or segment level
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Brand safety tactics applied at the page and topic level maximizing safety tools
EFFICIENT
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Low cost, easy implementation with full API capabilities into BI/Analytics
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Flexible and sophisticated using our reference events/topics, yours or a custom implementation we can provide
Two main Platform concepts drive our advanced contextual solution:
THE CONTENT TARGET
A Content Target (CT) captures a topic-based search process for a given theme, topic, or brand. Targeting is specified via a Target Set - a collection of URLs acting as ideal examples of content that an interested audience would be consuming. Using its machine-learning based topic model, the Platform interprets a series of weighted topics from the Target Set, which then drives a content expansion phase to find more relevant content. This content then forms the contextual basis of the Content Target.
CTs can be fine-tuned at the keyword level while maintaining the relevance established by the topics. A CT, once built, can then be activated inside an Audience Plan to produce page-level contextual or audience segments suitable for targeting in any buying platform.
THE AUDIENCE PLAN
An Audience Plan captures a portfolio of Content Targets, enabling efficient activation and the Platform’s powerful analytic functions:
UNDUPLICATED REACH ANALYSIS
Leveraging our 18-month cache of Web content consumption, the Platform is able to compute unduplicated reach analysis across the measures in a Plan - page counts, expected impressions, and various audience counts. This enables the Platform to produce highly accurate media forecasts that maximize ROI for media buying, and inform analytics for insights.
For example, in a Plan that captures content consumption around various aspects of food & entertaining, the unduplicated reach analysis reveals high unique device reach across the 5 CTs in the Plan:
PERFORMANCE & OVERLAP-BASED AUDIENCE EXTENSION
One of the major challenges of contextual targeting is audience extension. How and where does a marketer reach their audience outside obvious endemic sites/pages? Our audience extension process reveals nuanced relationships between your custom segments and our comprehensive, IAB Content Taxonomy 2.x-based topic library. These relationships are described in terms of an Efficacy Score, which marries both overlap & past segment performance to produce high-performing audience extension recommendations.
For example, people reading content about healthy food are more likely to read about the following topics, compared to other users online:
AUDIENCE EXTENSION
Easily find and act on other topics of interest to your audience. Our data driven audience extension takes contextual intelligence and turns it into an audience development tool. Advanced contextual provides a contextual profile of your audience segments to optimize for editorial, advertising or modelling performance.