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.
Contextual categorization leverages advanced AI and machine learning technologies to analyze the content of a web page and decipher the context of that content so that it may then be categorized for use in advertising. Contextual categorization allows for advertisers and publishers to ensure brand safety, or even the more nuanced brand suitability, by ensure the context of a website or page is appropriately aligned to a particular brand’s image.
Recent advances in AI/ML can now deliver highly accurate categorization and understanding of web content across a growing number of languages. Sophisticated algorithms enable machines to achieve a deeper level of understanding and better identify content topics, sentiment analysis, and even nuances such as homonyms. Contextual categorization is crucial for advertisers and publishers as it increases their ability to mitigate the risk of mismatched content and ad placements while better managing brand safety and suitability.
The URL checker found on the zvelo.com homepage, previously known as the “Test-a-site” tool, serves to demo various contextual categorizations about URLs that can be derived by licensing zvelo contextual categorization and malicious website detection services. When queried, the URL checker yields a sample of data sets stored within the zvelo URL database, via…