Saturday, February 4, 2023

Contextual 3.0: Why Artificial Intelligence Will Define the Future of Advertising, Seedtag

As the advertising industry highlights the importance of respecting user privacy, several opinion pieces are talking about “new” approaches to targeting in a cookieless world.

As the advertising industry stresses the importance of respecting user privacy, several opinion pieces are talking about “new” approaches to targeting in a cookieless world. The most viable, sustainable and effective option is not new: it is based on contextual advertising, which is the only proven option whose segmentation focuses on privacy, and thanks to technological advances, it is revolutionizing the market.

Until around 2010, contextual advertising was limited to selecting certain keywords and excluding others. However, in the last decade, companies have introduced technological innovations that have significantly improved contextual segmentation, allowing for a deeper and more accurate understanding of digital content.

Natural language processing (NLP) models provide accurate sentiment analysis, going beyond keywords to understand the true meaning of content. For example, NLP tools know that “attack” has a negative connotation in an article about terrorism or crime, but “attack” can be used positively in a sports article.

As advertisers shift their focus and budgets to contextual advertising, there is a new wave of innovation in contextual technologies.

Rather than being limited to analyzing specific URLs and storing them in predefined categories, new contextual technologies are able to examine the entire universe of URLs (network level analysis) and overall understanding of the network to understand content trends and key develops. The topics with which the public is conversing at the moment.

In short, this contextual technology takes the concept of campaign affinity to another dimension, ensuring that ads will always appear with the most appropriate content for the brand. It manages to perfectly align the message and creativity with the tone and emotion of the content of each article or group of articles. Effectively impresses the consumers when their mind is open to interest in real time.

Segmenting audiences by demographics has become problematic and obsolete. Pre-defining target audiences perpetuates traditional stereotypes and prejudices, and the process tends to ignore users who don’t fit the profile.

The real magic of contextual advertising powered by AI (Artificial Intelligence) happens when three pillars are integrated: Quality Content, Personalized Creative and Proprietary Technology. Therefore, brands should look to full-stack solutions that deliver the most appropriate inventory, deliver consumer-oriented creatives and have the most advanced contextual targeting capabilities that can build campaign-specific machine learning models.

Nation World News Desk
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