contextual targeting

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

Dotdash Meredith’s Lindsay Van Kirk says the cookie-based buying tools she helped develop in her early career at AppNexus placed too much value on unreliable third-party audiences. But contextual tools like DDM’s D/Cipher, which she now oversees, can build a better ad ecosystem for buyers and sellers.

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

Ad revenue was helped along by 9% growth in unique visitors to the top sites in DDM’s portfolio. Programmatic ad rates were up roughly 36% in Q2, spurred by adoption of DDM’s D/Chipher contextual targeting solution.

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

Dotdash Meredith previewed plans for how its OpenAI partnership could provide incremental traffic and scale its contextual targeting capabilities across a wider network of sites and media types.