Session: To be effective, marketers must align their campaigns with contextually relevant ads
Now, with the impending shift away from cookies, we have an opportunity to focus again on the art and science of digita. Contextual targeting solution has emerged as a strong alternative solution to cookie tracking, allowing advertisers to display relevant ads based on the website’s content rather than using the data about the visitor. The idea is not completely new; before the advent of the Internet, contextual targeting was widely used in magazine and newspaper ads. Remember the full-page or half-page ad of an SUV placed next to an article of cars?
Contextual alignment alongside relevant creative drives stronger recall, favorability and ultimately a positive user experience. The idea that identity and context are now merging presents an opportunity for us to blend art and science and improve the perception and impact of digital.
- Align with contextually relevant content~ Contextual targeting delivers buyers unprecedented precision for targeting content that is contextually relevant for a given brand or campaign to increase recognition, engagement engagement, and favorability
Manasa is the Senior Director, Partner solutions NAM & APAC at Integral Ad Science. She joined IAS in 2015 and has been instrumental in working with the global Product teams and keeps them updated with the technological maturity and idiosyncrasies of the developing markets, and helps influence the product launch decisions in the region. She’s been working with and educating the demand-side and supply-side to help them understand business challenges by better understanding their data, attribution modeling, to help bring real value. She has enabled partners to automate their data gathering to stop media wastage. Before IAS, she worked with the search agency and Toshiba in Australia.