Contextual Targeting

Unlike traditional methods that rely on cookies for user targeting, contextual segments focus on the content environment where ads are displayed. This article provides a detailed guide on leveraging contextual targeting for your ad campaigns.

Overview of Contextual Targeting

Contextual targeting involves displaying ads next to content that is relevant to the ad's message, based on selected topics. This strategy ensures that ads are shown in an appropriate context, potentially increasing user engagement without relying on personal data tracking. ad:personam partners with Peer39, Eyeota, and DoubleVerify to provide real-time content targeting based on cookieless segments, adhering to privacy standards and regulations.

Benefits of Contextual Targeting

• Privacy Compliance: As digital advertising moves away from cookies, contextual targeting offers a method that doesn't rely on personal user data, aligning with privacy-focused advertising trends.

• Relevance: Ads are matched with content that users are currently viewing, making them more relevant and likely to engage the audience.

• Global Reach: One of the standout features of the contextual segments within ad:personam's data marketplace is their ability to work seamlessly across all main languages without requiring additional settings. By simply selecting the target country, the system automatically aligns the segment to reach content and topic keywords in the language of the targeted country.

How to Utilize Contextual Segments for Targeting

Contextual segments are available for all campaign types within ad:personam's Self Serve DSP. To access these segments, simply select "Contextual" in the targeting section when setting up your campaign.

Browse and choose from the extensive list of contextual segments provided by Peer39, Eyeota, and DoubleVerify from the ad:personam Data Marketplace. These segments allow you to target ads based on specific content themes, ensuring a match between your ads and the surrounding content across all campaign types.

Launch your campaign with the chosen contextual segments. The real-time targeting capabilities of ad:personam ensure that your ads are optimally placed for maximum relevance and impact.

Contextual Segments Providers

ad:personam Data Marketplace enriches contextual targeting with a comprehensive suite of categories, further segmented by top providers like Peer39, ComScore, and DoubleVerify. Each provider brings a unique approach and extensive category selections, enabling advertisers to implement nuanced, contextually driven campaigns that resonate deeply with their target audiences.

• Peer39: Offers an expansive array of over 300+ semantic categories, empowering advertisers to engage consumers when they are most receptive. The wide range of categories ensures that messaging can be aligned with the consumer's current mindset, optimizing ad relevance and impact.

• DoubleVerify: Provides contextual segments based on ontological concepts that extend beyond mere keywords and sentiment analysis. This advanced approach enables advertisers to execute more sophisticated contextual campaigns by understanding the deeper content nuances and ensuring brand safety.

• ComScore Inc: Delivers segments derived from the Media Metrix Unified Digital Measurement, blending person-level measurement with server-side metrics. This method offers comprehensive digital audience measurement, including specific targeting options that focus on the top websites within specified regions.

Contextual Segments Categories

ad:personam offers a diverse set of categories for contextual targeting, including but not limited to:

• Arts & Entertainment
• Business & Industry
• Computers & Electronics
• Health
• News
• Travel

These categories, enhanced by the unique capabilities of Peer39, DoubleVerify, and ComScore, allow advertisers to fine-tune their contextual targeting strategies. Whether seeking broad reach across general content themes or delving into niche topics, ad:personam's partnership with these providers ensures that ads are placed in contexts that align perfectly with the intended audience's interests and engagement patterns.

Adapting to the Future of Advertising

With the deprecation of cookies by major browsers like Chrome and their absence on platforms like Apple's OS, contextual targeting becomes increasingly important. ad:personam's focus on cookieless, real-time content targeting ensures that advertisers can continue to reach their audiences effectively while respecting privacy concerns.