{"id":6757,"date":"2024-05-21T01:19:39","date_gmt":"2024-05-21T05:19:39","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/05\/21\/contextual-advertising-is-making-a-comeback-with-a-refresh\/"},"modified":"2024-05-06T17:21:17","modified_gmt":"2024-05-06T21:21:17","slug":"contextual-advertising-is-making-a-comeback-with-a-refresh","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/contextual-advertising-is-making-a-comeback-with-a-refresh\/6757\/","title":{"rendered":"Contextual Advertising is Making a Comeback \u2014 With a Refresh"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Dave Hills, CEO at Advanced Contextual<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Most advertisers understand the basic premise behind contextual advertising: pair ads with content to which they\u2019re relevant (think: Nike ads in a sports article). Historically, this was how contextual targeting was defined: match an ad to an entire domain (nytimes.com) or channel (sports.nytimes.com). But to take full advantage of today\u2019s programmatic ecosystem, contextual advertising needs to surpass this historically ham-fisted approach.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And as privacy changes from the walled gardens as well as data regulation from states like <a href=\"https:\/\/www.atg.wa.gov\/protecting-washingtonians-personal-health-data-and-privacy\">Washington<\/a> and <a href=\"https:\/\/www.bassberry.com\/news\/nevada-consumer-health-data-law-takes-effect-on-march-31-2024\/\">Nevada<\/a> make behavioral targeting more difficult, advertisers also understand why contextual advertising as a whole is becoming more enticing. You don\u2019t need behavioral data to drive performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All of this is why contextual advertising is making its comeback. But that doesn\u2019t mean that it should look exactly like it did 20 years ago. With traditional contextual advertising, brands aren\u2019t able to achieve high enough levels of precision at scale. That\u2019s why the industry shifted to behavioral targeting. So, today\u2019s contextual advertising needs to use content as a signal while being precise enough to drive efficient performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, how can brands revamp contextual advertising for a cookie-less future? Two approaches they should consider are screening out broad pages such as home and channel fronts for targeting and leveraging contextual intelligence to reach audiences across platforms, not just the open web.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Focus only on article pages and never home or channel fronts.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For contextual targeting to scale and perform, targeting should focus only on article pages and never on home or channel pages. While both home and channel pages provide high reach, they are unlikely to deliver the precision a brand needs to hit its KPI targets. In other words, just because an entire publication is relevant to the brand\u2019s category doesn\u2019t mean every page is relevant to the brand\u2019s audience.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By screening out overly broad domains like homepages (think: nytimes.com) and channel fronts (like health.nytimes.com), an advertiser immediately removes high-reach but low-relevancy content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To illustrate, let\u2019s say you\u2019re a pharmaceutical company advertising an asthma medication. The New York Times is a premium publisher, so it makes sense to want to target their pages. And their health channel front, intuitively, would seem to be a good place to advertise the medication specifically. The only problem with targeting high-reach pages like the NYT health channel page is that they are only relevant when they pertain to a specific campaign (in this case, when there is an asthma article on the channel page). When that isn\u2019t the case, targeting the page results in wasted reach.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, instead of targeting these types of pages, advertisers should only target individual pages of text or video content that are specific to a given campaign. In the case of the pharmaceutical company advertising asthma medication, prime pages for targeting would be news articles about asthma. The brand should also consider targeting specific pages of content their intended customers are also likely to read, whether they be strictly asthma-related or not (just because you\u2019re interested in asthma medication doesn\u2019t mean you spend all your time on the internet reading about asthma).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertising becomes more precise with this kind of granular targeting, ensuring that brands reach ideal customers who are likely to more meaningfully engage with specific pages of content than they would with broader domains.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this is the best way to leverage the programmatic ecosystem and tools. Engines that listen to millions of impressions a second across billions of pages will have the ability to focus a brand\u2019s ads only on those pages which are about their specific product.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ensure cross-channel reach<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For digital advertising, achieving scale depends on being able to reach audiences on as many channels as possible. But a lot of adtech vendors don\u2019t offer cross-channel reach with their contextual advertising solution: the segments they create for open web advertising can\u2019t be brought over to the big social media platforms.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Failing to enable contextual targeting across channels means that advertisers have to rely on the black-box solutions Google and Meta have developed to reach audiences on their properties. This poses both a performance risk and a brand safety risk: advertisers cannot exactly control where they show up.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, how can advertisers achieve cross-channel reach without having to sacrifice targeting and brand safety controls? One way would be to identify the list of pages \u2014 as well as a list of IDs that visited them \u2014\u00a0for a given segment. Next, the advertiser identifies other pages the initial cohort of IDs visited. Then, the advertiser can model audiences in walled gardens using lookalike models based on the IDs they\u2019ve collected from the open web.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By filtering out pages like homepages and channel fronts and ensuring cross-channel reach with lookalike models, advertisers will reduce potential waste with their campaign spend, ensuring they get as much as they can out of each ad dollar. Not only that: by using these two methods, advertisers will unlock prime opportunities for getting closer to the exact audiences they want to reach \u2014 all with performance comparable to cookie-based targeting, but without having to rely on behavioral data or black-box solutions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Contextual targeting is resurgent. But that doesn\u2019t mean it\u2019s the same contextual advertising that hit the web two decades ago. Today\u2019s contextual targeting is more granular, it works across channels, and it\u2019s helping secure the future of digital advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contextual targeting is resurgent. But that doesn\u2019t mean it\u2019s the same contextual advertising that hit the web two decades ago.<\/p>\n","protected":false},"author":7,"featured_media":6758,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-6757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Contextual Advertising is Making a Comeback \u2014 With a Refresh | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/contextual-advertising-is-making-a-comeback-with-a-refresh\/6757\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contextual Advertising is Making a Comeback \u2014 With a Refresh\" \/>\n<meta property=\"og:description\" content=\"Contextual targeting is resurgent. 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