contextual targeting

On Tuesday, iHeartMedia-owned Triton Digital acquired AI brand safety and suitability startup Sounder in a bid to improve its programmatic chops.

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.

Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.

Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

Axel Springer announced a multiyear partnership with video monetization platform Connatix to create new contextual video ad inventory on certain sites.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

After years of courting lower-funnel performance budgets – and charging on a cost-per-click basis – Outbrain foresees further growth in attracting upper-funnel spend. It’s doing so by giving brands a way to measure their return on investment in awareness campaigns by tracking whether people are actually paying attention to their ads.

Dotdash Meredith bet on contextual with its launch of D/Cipher, but it remains to be seen whether it can turn its revenue numbers around.