Credits IAS https://insider.integralads.com/contextual-advertising-research
Ads must be relevant to content.
In a report we encourage to read, IAS explores the power of context on consumer perception, we can read:
“Contextual relevance is preferred across all verticals
When shown articles representing different verticals, consumers were consistent: they always preferred contextual relevance. Across the board, consumers paired the advertisements they prefer with articles categorized in the same content vertical.”
The picture above shows the majority of consumers prefers to have ads relevant to the content where they are inserted.
It does make sense to avoid any opposition or distraction from the content.
Profiling makes content relevant.
TrustedOut’s Holistic Profiling works like this:
Which means, not only the content where the ads will be inserted is classified and gauged in expertise but the Perception and the Orientation of the Media of insertion are also gauged.
Ex: How it applies to Entertainment:
No more unmanageable, biased, irrelevant over time keywords
With TrustedOut, Classifications in our taxonomy define a Vertical.
For Entertainment, for example, brand classification “Entertainment & Leisure” comes to mind. But then, why not Information and Communication with its Motion pictures, Online Media, etc… and then why not Culture and Arts with its Arts, Comics, Dance… and then what about content about Eating and Drinking?…
Why it matters?
No dependance of unmanageable, irrelevant over time lists of keywords.
TrustedOut qualifies every piece of content at the moment of use. Expressions and their weight are permanently updated.
An amazing opportunity for greater context relevancy.
In our example above, adjust ad messages to the type of Entertainment. Greater context relevancy, greater approval from the customer!
Relevant… and safe!
Now that context is relevant, but…
… is the publisher of this content spotted as Fake News, Junk Science, Conspiracy Theory, Revisionism or Hate News?
… is the publisher politically oriented? Religiously oriented? Humorous/Satirical?
Say you are looking for Entertainment in the largest sense as shown above but you don’t want publishers spotted with toxic content, not far right or far left and not humorous/satirical. No filter on Religion.
Your ad campaign will run within this corpus:
Questions? Let us know!