Automate contextual category recommendations with Centro and Peer39

Contextual Targeting

By

Peer39
Automate contextual category recommendations with Centro and Peer39

Last week, Centro announced the release of their new Basis platform, a first-of-its-kind automatic contextual category recommendation solution that leverages marketers’ historical first-party data about best-performing audiences to inform future targeting strategies–available natively, within a DSP.

Peer39 is proud to partner with Centro to power their Contextual Intelligence software in the Basis platform, and to help provide advertisers with unprecedented transparency into their data and targeting metrics.

What is contextual Intelligence?

Basis is the first demand-side platform to offer contextual category recommendations based on first-party data from advertisers. 

Advertisers can use this feature natively within their DSP to automatically analyze the overall performance of a brand or campaign using metrics like: 

  • Impressions
  • Conversions
  • Completion rates
  • Other KPIs 

Based on that first-party advertiser intelligence, Basis can then predict which contextual targeting categories are likely to perform the best for future campaigns. This analysis is available across all types of ad inventory. 

How will advertisers benefit?

Thanks to Basis and Peer39, advertisers will now have visibility into what cookie-free contextual data signals work best for their target audiences. Using these insights, they can then optimize their campaigns automatically, regardless as to whether or not the original campaign used that type of targeting.

The benefits to advertisers are many, allowing them to:

  • Draw value from first-party audience data by uncovering customer content consumption patterns, and converting them into contextual signals
  • Optimize campaign targets and budgets using previously hidden contextual segments 
  • Analyze those new contextual segments for future marketing efforts
  • Target broader demographics that have similar content consumption habits, unlocking reliable scalability
  • Report performance by the classification of the actual content that ads were placed alongside 

As advertisers head toward the end of third-party cookies – now slated for the middle to end of 2023 – solutions like Centro’s Basis will be critical to ensuring that companies can retain and elevate their current campaign output.

The importance of automated contextual categories in a post-cookie world

As Tyler Kelly, president of Centro, says: cookies are a “blunt instrument” that have made the lives of digital ad professionals easier. 

But, consumers have become more vocal about controlling their privacy on the web in recent years, and have made it clear how they want to be advertised to. Instead of receiving ads from websites that they visited, which may or may not still be of interest to them, consumers are much more likely to engage with content that is relevant to what they’re reading about or watching at the moment.

This is where Centro’s solution comes into play. As a whole, the advertising industry is quickly moving away from third-party cookies. The question is what will replace it. 

Contextual advertising solutions, like this one, can help advertisers get back to the core pillars of advertising, while also providing a more transparent and targeted approach to campaigns created. 

By leveraging their own historical campaign data, and using that to automatically create highly targeted contextual categories, advertisers can show consumers the right ads, in the right place, at the right time, all at a much more reliable and scalable rate than is possible with third-party cookies. 

Because of this, Mario Diez, Peer39’s CEO, called this collaboration with Centro a “landmark initiative” that will provide marketers with the visibility, measurement, insights, and optimization required to bolster their media performance in a cookie-free world.

More Posts

What is Proximity Targeting? Definition and Privacy Concerns
Contextual Targeting

What is Proximity Targeting? Definition and Privacy Concerns

With full cookie deprecation in Google Chrome rapidly approaching in the second half of 2024, advertisers must continue to find new ways to target their users and retain reach. The loss of behavioral targeting through third-party cookies raises a lot of question marks for advertisers who rely on the ability to track user actions, and align ad content with perceived buyer intent.

By

Patrick Bobilin
The Hidden Costs of Keyword Blocking: Exploring Trade-Offs for Advertisers
Brand Safety & Suitability Contextual Targeting

The Hidden Costs of Keyword Blocking: Exploring Trade-Offs for Advertisers

In the world of digital advertising, brand safety remains a paramount concern for advertisers. With the rise of programmatic advertising and the proliferation of user-generated content, ensuring brand suitability and protecting brand reputation has become increasingly challenging. To mitigate risks, many advertisers resort to keyword blocking, a popular tactic that allows them to exclude certain keywords from their ad placements.

By

Patrick Bobilin
Navigating (or Staying Away From) the Political Media Storm During the 2024 Presidential Election
Brand Safety & Suitability Politics

Navigating (or Staying Away From) the Political Media Storm During the 2024 Presidential Election

In the ever-evolving landscape of political media, the 2024 Presidential election stands out as a pivotal moment, marked by extensive candidate coverage, heated debates on crucial social and political issues, and an unprecedented outpouring of content. Brands, political campaign teams, and advertisers each need to know how to effectively navigate this political media storm while ensuring alignment with their messages and values.

By

Victoria Porras