1. What is Content-Driven Advertising?

Simply put, Content-Driven Advertising uses IAB Categories and ranked keywords of a page as First Party Data (FPD), and allows advertisers to target ads to these IAB Categories and keywords. The intention is to give publishers and advertisers a means to display content-relevant ads to the audience at the time when they are most receptive to the message.

2. How is Content-Driven advertising different from contextual advertising?

In Content-Driven advertising, a page’s IAB Categories and its ranked keywords are obtained by a content analysis service, are sent as First Party Data (FPD) over Ad Exchange for bid, and then, are matched with ads target to the IAB Categories and/or the ranked keyword. In contextual advertising, an ad network indexes pages to collect their topics and keywords as Second Party Data, then, matches ads targeted to the topics and/or the keywords within the ad network.

3. How to do Content-Driven Advertising?

Adrelevantis ad tag uses a content analysis service to obtain IAB Categories and ranked keywords of a page, sends the IAB Categories and the ranked keywords as FPD to Ad Exchange for bid, returns ads that match the IAB Categories and/or the keywords. It occurs dynamically in real time. It has integrated with Prebid.js and Google Ad Manager. Drop the ad tag to a page, the ads relevant to the page content are displayed. Please go to here for examples.