Contextual Targeting & Video Advertisements: Silverpush

Brand suitability is a dynamic concept that cannot be defined rigidly. It is highly dependent on the current thinking of people, prevailing ideas, perceptions, and culture. In this digital era, as people’s notions change at a fast rate, so does the list of what is brand suitable or unsuitable. Therefore, brands require dynamic brand suitability technology. News and online video sites such as YouTube are among the most sought-after websites for digital advertising. These sites regularly publish content that is based on the latest notions and happenings. Brands are unaware of the content next to which their ads are going to be placed. For instance, an ad of a truck brand may appear against a YouTube video about global warming. This will create a YouTube brand safety issue for the brand, as viewers will build a negative opinion of it. The advertising strategy of brands was highly affected by the me-too movement, which was regarded as a major change in the socio-cultural norms. Brands t...

Following the elimination of third-party cookies as well as increasing brand suitability and safety concerns, marketers are progressively embracing contextual advertising . Yet there are dominating particular misconceptions that are making some marketing professionals reluctant in applying contextual targeting. This short article attempts to breast these misconceptions, to make sure that marketing experts obtain a crystal-clear image on contextual targeting . Misconception 1: Contextual advertising is an easy, keyword-based method It holds true that formerly contextual ad placement was based completely on keywords, however, this is not the situation currently. Today, we have artificial intelligence-powered contextual ad technology that provides exceptional outcomes. Traditional contextual advertising entails targeting wanted keywords in internet addresses, titles, meta summaries, tags, web page material, and so on for positioning of appropriate advertisements. In a similar way, stand...