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.
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.
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.
Today, YouAppi and zvelo have officially announced a partnership to combat ad fraud and prevent fraudulent bot traffic on the YouAppi 360 Platform.Details
2018 was a wild year for cybersecurity, ad tech, and the internet in general. In this blog, we explore the significant trends and security challenges that are likely to impact us in 2019 and beyond.
Category mappings provide flexibility and customization of URL categorization data—delivering advanced control for web filtering, parental controls, brand safety, ad fraud prevention, as well as other applications digital advertising, and more…
The Department of Justice this week announced and unsealed charges against eight individuals involved in a massive digital advertising fraud network. Led by the FBI with assistance from a number of companies in the cybersecurity and ad tech industries, “Operation Eversion”, as it has been dubbed, followed and seized infrastructure belonging to the “3ve” ad-fraud scam network.Details
A sensational headline. A heart-wrenching image. We can’t look away. We can’t resist clicking. And click, we look, we like—and voila—we have just helped shape today’s news cycle. Without even realizing, we have just been swept up in our own News Vacuum.
Over the past decade, the use of “clickbait” ads has become the norm in order to entice viewers to click on the ad and drive traffic to a publisher. Web surfers have grown accustomed to seeing the same types of clickbait ads and sponsored stories like the ones shown below with sensational headlines about curing cancer, stopping aging, improving your sex life and more.
A growing social networking company required a highly granular and accurate website categorization feed to track, analyze, group user interests and behavior at scale in order to provide anonymous user-specific curated feed results and connections.Details
Recently, Digiday published an article about the “winners and losers” of the new EU ePrivacy law. As suspected, behavioral targeting is a clear loser due to its reliance on cookie-based targeting. The only winners mentioned seemed to be those outside of the realm of digital advertising.