Targeting on DSPs with Content
Content targeting allows our trading experts to match an advertiser’s marketing message with the most salient editorial content to provide a more fertile advertising environment. This can also be an effective way to increase the efficiency, as well as the performance of the campaign overall. As data privacy continues to be a focal point for consumer advocacy groups, content targeting can play an increasingly important role in targeting. Content targeting can take several forms:
- Contextual targeting
We utilize leading content aggregators to find the best combination of content categories for each campaign. These include Peer 39, Integral Ad Science, DoubleVerify, IAB, Grapeshot, as well our own custom content lists.
- Keyword Contextual Targeting
Keyword targeting is another way we target placements in salient editorial. We have several tools to create and serve to keyword-based environments. This targeting tactic is particularly useful in B2B campaigns as well as highly niched consumer efforts.
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