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The currency of data is evolving in the digital advertising world. With the looming deprecation of third-party cookies and Apple’s impending removal of device IDs, it’s becoming even more apparent that deterministic, user-level targeting will decrease considerably.
That’s why contextual targeting is more important than ever.
IAS is a leader in contextual targeting and offers comprehensive solutions, like our Context Control Targeting solution. To make targeting even more actionable, we’re introducing our Control Panel – a suite of reporting and planning tools that Context Control Targeting clients can utilise as added value to both help plan and optimize their campaigns.
To better understand our contextual targeting solution, we’ve detailed its value through a play-by-play of the user journey. Eager to get started? Download the one sheet to learn more and get in touch.
The Contextual User Journey
Targeting Technology
Our Context Control solution offers an industry-first, page-level analysis with sentiment and emotion detection – able to read the contents of a page as a human would. With more than 250 contextual targeting off-the-shelf segments available for activation, you’re sure to reach your desired audience at scale available for activation, you’re sure to reach your desired audience at scale.
Data Points
We offer precise targeting at scale by gathering impression-level data from our open web measurement verification and monitoring products that detail ad characteristics both in-flight and post-campaign. This is crucial – other contextual targeting products are based either on rudimentary language processing or solely on keywords without any input on how the data gets used at ad-serving time.
Setup & Planning
IAS not only provides contextual precision at scale – we can help to predict segment reach for you. Advertisers now have visibility into the predicted impression delivery before activating contextual targeting segments activating contextual targeting segments in a programmatic campaign. Additionally, our contextual segment bundling tool makes it easy to create a custom targeting profile and output into one segment ID for streamlined activation in the DSP of choice. IAS clients have access to our Context Control Catalog directly in Signal UI, where the aforementioned tools exist and additional segment recommendations guidance is expected to come by Q3.
Post-Campaign Measurement
In order to really evaluate targeting performance, we also offer comprehensive reporting for viewability, reach, and programmatic dimensions in Signal UI. Advertisers can apply IAS’s contextual targeting pre-bid segments in their DSP of choice and benefit from insights post-campaign to measure success and help to optimize future buys. This step completes the user journey and ensures quality metrics throughout all stages of the programmatic buying process.
Start Driving Outcomes Today
IAS’s Context Control Targeting solution is available in major DSPs and offers more than 250 off-the-shelf segments, including vertical, seasonal, topical, and audience proxy segments.
Activation is easy – and the results speak for themselves. Renault, a major auto manufacturer, experienced improvements across the board after utilizing IAS’s Context Control
Targeting solution:
– 53% increase in click-through-rate
– 8.4% increase in conversions
– 3% improvement in cost-per-click
Download the one-sheet to get started.
