Recent studies show the next generation of advertising, focused on contextual intelligence, is poised to eclipse behavioral targeting. Contextual intelligence allows advertisers to combine the relevancy of contextual targeting with key first-party data to serve the right digital ad, to the right person, at a time/place which is relevant to the other information being consumed — maximizing the opportunity for engagement and memorability.
Online advertising has become a central part of our digital lives. Advertising publishers and platforms supply billions of ads every day. Ensuring that ads served are contextually accurate and brand safe for the target audience is critical to a safe and secure internet.
zvelo’s granular taxonomy supports nearly 500 topic-based, malicious, phishing, objectionable and sensitive categories for brand safety and contextual targeting applications. zvelo’s data is unmatched in quality and veracity to ensure a brand’s ads can safely be placed on pages with content aligned to the brand’s image, mission, and target audience.
While both can be harmful, dangerous, or threaten the safety of online users, there are very clear distinctions between Malicious vs Objectionable content. Understand how zvelo differentiates between them.
The crippled Ad Tech industry must reinvent its paradigms to accommodate a more balanced approach between protection and reach in order to survive.
Lured by the growing success of SMS, MMS and RCS mobile marketing platforms, cyber criminals take advantage of user behavior to expand SMS threat landscape.
Top SMS and MMS platform uses zveloAPI full-path URL classification ensuring compliance and max threat protection driving user engagement and growth.Details
Leading SSP implements comprehensive brand safety strategy powered by zveloAPI and experiences measurable boost in key metrics including CTR and brand lift.Details
Positioned to be the future of Ad Tech, Contextual Targeting is making a strong comeback as global privacy laws become increasingly restrictive and tech giants shift browser technology to maximize user privacy.
URL shortener leverages a zveloAPI hybrid solution to overcome public backlash, unfavorable press, and unhappy clients, to rebuild brand trust, reputation and retention rates.Details
Less than a decade ago, contextual was poised to dominate online advertising—delivering on the promise of providing relevant ad content to the consumer at exactly the right time. Over the past several years, the industry has taken a long and costly detour down the audience/behavioral path, only to hit what is increasingly looking like a dead-end due to regulatory, privacy, technical, and other issues. Now, the pendulum is rapidly swinging back to contextual.
In this blog, we’ll explore the major impacts data regulation is having on audience-based marketing tactics, as well as how advertising strategies are evolving to maximize accuracy and ROI in reaction to limitations brought about by GDPR.