The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
Ad revenue was helped along by 9% growth in unique visitors to the top sites in DDM’s portfolio. Programmatic ad rates were up roughly 36% in Q2, spurred by adoption of DDM’s D/Chipher contextual targeting solution.
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.
Dotdash Meredith previewed plans for how its OpenAI partnership could provide incremental traffic and scale its contextual targeting capabilities across a wider network of sites and media types.
Business Insider released a new targeting tool called SAGA reACT that analyzes the emotional reactions its content produces to create actionable, emotion-driven audience segments.
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.
