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.
Contextual targeting, or contextual advertising, matches digital ads to the most relevant websites within the display network based upon keywords and topics of a web page. In short, it maps ads to the websites and web pages with the most direct relevance to the product, service or whatever else is advertisers are promoting. Contextual intelligence provides the additional insights which advertisers can use to build rich audience profiles to support programmatic advertising campaigns – especially since third-party cookies which drive behavioral targeting are set to disappear by 2022.
Aside from the relevancy, engagement and memorability aspect, contextual intelligence is uniquely positioned to enable advertisers to capitalize on real-time opportunities using advanced Artificial Intelligence and Machine Learning (AI/ML) technologies. The advanced AI/ML can be used to update predictive contextual segments by populating keywords pulled from the top trending content or topics. These predictive contextual segments allow for brand suitable campaigns which are both optimized for the moment and relevant to the targeted audience.
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.