Topic:
Contextual targeting

Contextual vs. Behavioral Targeting: Why Brands Need to Know the Differences
Contextual Targeting

Contextual vs. Behavioral Targeting: Why Brands Need to Know the Differences

Cookies (especially third-party cookies) have long been the backbone of digital marketing efforts: behavioral targeting. However, the end of the cookie is near—and so, too, may be the end of behavioral targeting’s reign as digital advertising’s go-to for reaching target audiences.

By

David Simutis

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Dec 23, 2022

Peer39 Interview: Joe Kyriakoza VP/GM Polk Automotive Solutions portfolio at S&P Global Mobility
Contextual Targeting

Peer39 Interview: Joe Kyriakoza VP/GM Polk Automotive Solutions portfolio at S&P Global Mobility

We recently sat down with Joe Kyriakoza, vice president and general manager of thePolk Automotive Solutions portfolio at S&P Global Mobility - which produces best-in-class automotive audiences to help marketers connect more effectively with consumers.

By

Mario Diez

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Oct 5, 2022

What Makes Contextual Traffic Unique?
Contextual Targeting

What Makes Contextual Traffic Unique?

Programmatic ad spend is continuing to grow, with budgets expected to hit $725 billion in 2026 (up from $418 billion in 2021). Contextual traffic is leading the charge, growing at a CAGR of 18.75% with an estimated global ad spend of $631.44 billion by 2027.

By

David Simutis

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Sep 27, 2022

Contextual Advertising: What it is, how it works, and why to use it
Contextual Targeting

Contextual Advertising: What it is, how it works, and why to use it

Historically, digital advertisers relied heavily on behavioral targeting - powered by browser cookies This tactic misses the mark for real-time content-consumption relevance to what the user is reading or watching. Users are shown ad content that may not be relevant or applicable in the context or at the time they see it. This is where contextual advertising improves impact.

By

David Simutis

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Jul 8, 2022

Experian joins Peer39 Contextual Data Marketplace®
Contextual Targeting CTV

Experian joins Peer39 Contextual Data Marketplace®

When we launched the Contextual Data Marketplace®, the goal was to bring privacy-safe data sources to contextual strategies. Experian is our newest Contextual Data Marketplace partner, giving advertisers privacy-safe, cookie-free, location-based data for Purchase Affinity and Demographics categories.

By

David Simutis

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Jun 8, 2022

Peer39 Interview Series: Reticle's Josh Rosen
Contextual Targeting

Peer39 Interview Series: Reticle's Josh Rosen

We recently sat down with Josh Rosen, President of Reticle - a brand intelligence firm specializing in A.I.-informed emotional content. Reticle was developed out of Hotspex Media to address the growing need of connecting emotional relevance intent of advertisements to contextual environments.

By

Mario Diez

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May 6, 2022

Peer39 Interview Series: socialcontext's Chris Vargo
Contextual Targeting

Peer39 Interview Series: socialcontext's Chris Vargo

Chris Vargo is an associate professor of advertising and analytics at the University of Colorado Boulder. He teaches in the College of Communication, Media and Information and the Leeds School of Business. His courses focus on marketing, machine learning, news, and media analytics. He is a co-founder and CEO of socialcontext and a Partner in Peer39’s Contextual Data Marketplace. We spent some time with Chris recently to learn more about socialcontext and the work he’s bringing together for the digital media industry.

By

Mario Diez

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Apr 22, 2022

Supporting Diversity, Equity, and Inclusion with Socialcontext
Brand Safety & Suitability Contextual Targeting

Supporting Diversity, Equity, and Inclusion with Socialcontext

One of the main reasons we created the Contextual Data Marketplace(™) was to bring partners with interesting data sets and sources to the programmatic world. One of our partners, socialcontext.ai, epitomizes that effort and why it’s important to advertisers by offering the ability to target audiences as they read important, socially conscious news. Socialcontext detects diversity, equity and inclusion news content using patent-pending deep learning Socialcontext was built by journalism, advertising, and data science professors at the University of Colorado Boulder. They positively target news articles, and offer unrivaled precision and safety, at no additional cost. As such, Socialcontext allows advertisers to connect with audiences that care about important social issues. By advertising ...

By

David Simutis

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Dec 3, 2021

CTV Targeting Just Got Better With Purchase Affinity and Demographics Categories
Contextual Targeting

CTV Targeting Just Got Better With Purchase Affinity and Demographics Categories

On the heels of our Connected TV Suitability release, we’re delighted to share that advertisers can add more granularity to their CTV campaigns with location-based targeting when using data from applicable Contextual Data Marketplace partners.

By

David Simutis

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Nov 30, 2021