Contextual Targeting

Digital media moves quickly, and consumer behavior moves with it. The businesses keeping pace are increasingly the ones working with an AdTech company, a specialist vendor that builds the technology behind modern online advertising. In this article, we look at what these companies actually do, how artificial intelligence and in particular, Deep Learning have reshaped the field, and what brands should consider when choosing a partner.

The Catwalk Ready Collection of banners from RTB House proves that your online ad campaigns can be elegantly seductive whatever the context. Tailored for the user with a precision beyond even Savile Row, the Fashion-focussed creatives of RTB House are versatile yet striking, timeless yet still very much ‘now’.

Yes, the stylish and provocative designs of Paris, London, Milan, and New York, turn heads, but this collection is underpinned by a smarter dress code. Deep Learning algorithms ensure that our banners not only transform with the seasons, but change to match whichever unique individual they are shown to.

From the printing press to Deep Learning, the history of marketing shadows all our great leaps forward in communications technology. It is the marketer’s job to identify how these novel technologies can be used to reach potential customers, and educate them about products and services that enrich their lives.

The printing press let us create posters, radio and television enabled us to speak to people in their homes, and the internet gave us new ways to sell to people. Today, we’d like to take a moment to dive into how marketers can take advantage of the next big leap forward in technology: Deep Learning.

Modern advertising is powered by Artificial Intelligence and advanced analytics, which allows marketers to provide more relevant content to potential customers. However, just two decades ago, marketers had no such advantage. So what is programmatic advertising, where did it come from, and how does it work?

Contextual targeting might not be a new, flashy approach, but with the shift towards privacy-friendly cookieless advertising, it’s about to become a crucial part of every advertiser’s outreach strategy. As Google retires third-party cookies, old methods of targeting will become ineffective, and the ability to target interested users through more subtle markets, like content context, will be one of the keys to marketing success.

Let’s learn more about contextual targeting, look at some contextual advertising examples, and learn how you can deploy it in your campaigns.

Despite their seemingly innocent name, cookies have found themselves at the heart of one of the internet’s biggest privacy revolutions. Specifically, third-party cookies have come under fire from privacy-advocacy groups, ultimately leading Google to work towards a cookieless future. This change will have significant implications for advertisers, as third-party cookies have been an essential targeting technology since their inception.

Let’s dive into the implications of Google’s decision and how you can prepare for the cookieless future.