Precision targeting has always been paramount in the digital advertising ecosystem, especially for retail brands aiming to engage consumers at critical moments in their shopper journeys. Peer39's pre-bid Contextual Retail Media categories and post-bid data in our Analytics Dashboard provide advertisers with the tools they need to achieve campaign precision while also providing insights to optimize—all without relying on cookies.
Contextual Retail Media Categories Aligned to Shopping Verticals
Our Contextual Retail Media categories are designed to help advertisers reach consumers effectively by contextually aligning ads with specific shopping verticals. With 26 distinct categories – including Apparel, Electronics, Baby & Child, and Home & Office – advertisers can find their audiences based on precise interests and needs.
Contextual Relevance
One of the significant advantages of our Contextual Retail Media categories is that they enable advertisers to place ads in contextually relevant environments without sacrificing their unique safety and suitability standards. Each category ensures that ads are served in appropriate environments, maintaining brand integrity while reaching the right audience.
Optimizing Campaigns with Analytics
The inclusion of Contextual Retail Media Category Analytics in Peer39’s Analytics Dashboard provides advertisers with comprehensive performance information across all retail-categorized inventory. Key metrics such as impressions, clicks, click-through rates (CTR), attention, and viewability are readily available, offering a clear view of how campaigns are performing.
These detailed metrics show advertisers where messages are resonating and optimize campaigns in real-time. For example, if an ad campaign targeting the Electronics category shows high impressions, but low CTR, it might indicate a need to refine the ad creative or adjust the targeting criteria.
Or a coffee chain can use Analytics to see if performance is best in Beverage, Bakery & Bread, Dairy, Diet & Nutrition, Health (or any of the others) to optimize towards or exclude away.
Granularity at this level is vital to maximize budgets as legacy signals are going away.
Comprehensive Insights for Better Decision Making
Contextual Retail Media Category Analytics extends beyond basic performance metrics: Advertisers gain additional insights into Contextual relevance, Safety & Suitability, Keyword Performance, Diversity, Equity, & Inclusion (DE&I), Demographics, Carbon Emissions, Quality and Page Signals, and Page Sentiment. This holistic view provides a deeper understanding of the campaign environment, enabling more informed decision-making and strategic adjustments.
For instance, insights into Carbon Emissions can help brands align their campaigns with sustainability goals, while DE&I metrics can ensure that advertising efforts are inclusive and resonate with diverse audiences. These insights are included with all campaigns, giving information about categories, even those not actively being targeted.
By leveraging advanced AI for precise categorization and Peer39's comprehensive performance insights, advertisers can refine their strategies, reach their target audiences more effectively, and drive better results. As the programmatic landscape continues to evolve, these tools ensure that advertisers can navigate changes confidently, maintaining both precision and performance in their brand/campaigns.
Want to learn more? Reach out to sales@peer39.com.
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