Content-Driven Advertising is a change of mindset. Publishers need to decide if they want to display ads relevant to their content while advertisers need to decide if they want to target ads to specific content categories or/and keywords.
The FAQ helps you decide if the Content-Driven Advertising is for you. We would like to hear from you about your decision. You can reach us at info@adrelevantis.com.
Addressability is a hot topic in the advertising industry due to signal loss resulting from phaseout of third-party cookies. In Feb 2022, IAB Tech Lab releases “Seller Defined Audiences (SDA)“, aims to democratize cohort development for the open ecosystem. This is the first addressability specification from IAB Tech Lab.
In his blog, Ben Dick, Senior Director of Product – Consumer Privacy, identity and Data of IAB Tech Lab, states:
While much of the attention of the spec is focused on privacy-centric audience signaling, SDA also supports contextual signaling (by simply conveying Content taxonomy IDs instead of Audience Taxonomy IDs), and/or content signaling (should publishers work with a proprietary content labeling service vs a standardized taxonomy). The key difference is that context and content labels have yet to be standardized for the industry – as we have with audience metadata via the Data Transparency Standard – but that’s something Tech Lab is exploring.”
Though contextual signaling and/or content signaling are yet to be standardized, it doesn’t stop innovative souls from using context and content creatively. Actually, long before the signal loss became a concern, AdRelevantis, the pioneer in content driven ad delivery, developed their Content-Driven Advertising technology platform. The platform takes content as first party data and has been integrated with Prebid.js and Google Ad Manager. It is ready for publishers who want to display content-relevant native product ads. Drop us a line at info@adrelevantis.com if interested.
Would like to see how Content-Driven Advertising solution works ? Please go to Content-Driven Native Ads with Google Ad Manager – Part 2.
Contextual advertising is coming back due to the end of third-party cookies. However, it may not go far if its inherent issues are not identified and solved.
In today’s contextual advertising, as a publisher, you do not have much to do since most of work is done by an ad network. The ad network targets ads to keywords and topics; the ad network analyzes your pages; the ad network places the ads in your pages, and you hope they have made a good match for you!
What if you want more control of advertising process for your pages? What if page content becomes the driving force, just like demographic and geolocation? That is what Content-Driven Advertising does. It puts content at forefront.
With AdRelevantis’ Content-Driven advertising solution, when a page starts loading, our AI tool extracts page content and returns ranked keywords and IAB Categories. The ranked keywords and IAB Categories are sent to match ads. The matched ads are returned and displayed. The entire process is automatic, and delivers better matches, all in real time when the page is viewed.
A few important points to be noted:
To see how the AdRelevantis Content-Driven Advertising solution works, please go to Content-Driven Native Ads with Google Ad Manager – Part 2.
Any questions? Drop us a line at info@adrelevantis.com.
Contextual advertising sounds great. However, its use is far from prolific. The reason is that in the current practice, the contextual advertising is confined in a specific ad network. For example, to do contextual advertising in Google Display Network, you define ads with targeted keywords or topics in the network, webpages need to be analyzed by the network prior to participating in contextual advertising and the network takes control of ad display.
Content-Driven Advertising, a new form of contextual advertising, doesn’t have the above limitations.
First, in Content-Driven Advertising, ads with targeted keywords or IAB Categories can be from any ad networks. Actually, any searchable sources like product offering repositories can be used to create ads.
Second, webpages don’t need to be analyzed by an ad network prior to participating in contextual advertising. Actually, a page participates in contextual advertising in the first view request. With viewership decays exponentially over days, you don’t want to wait to participate in contextual advertising until your pages are analyzed by an ad network. You want to display contextual relevant ads in the first view request and from day one.
Third, you as a publisher take control of the advertising process by providing keywords or IAB Categories of your page content. The ads are matched by the keywords or IAB Categories. The matched ads are displayed.
With inception of content-relevant native ads, Content-Driven Advertising is no longer a theory, it is a reality. With millions product offerings from affiliate marketplaces, it can display product ads that are relevant to almost any type of content. So, give a try now.
Any questions? Contact us at info@adrelevantis.com.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
Contextual advertising refers to the practice of placing ads on web pages based on the content of those pages.
This is how it works on Google Display Network.
Content-Driven Advertising displays ads relevant to page content when the page is viewed. By definition, it is contextual advertising.
However, the way how it works is different from Google Display Network.
For advertisers, an ad can be targeted to keywords or IAB Categories (industry standard). Ads can be from any ad networks, ad servers or repositories of product offerings, etc.
For publishers, webpages don’t have to be in an ad network. A new page is not in any ad network yet, but you still want to display relevant ads, correct? Actually, you want to see relevant ads in your new page in the first view request, and in the first day. Basically, you don’t want to wait to display relevant ads until the page is analyzed by the ad network.
In Content-Driven Advertising, content is the driving force. At the first view request, its keywords and IAB Categories are identified and sent to match ads.
Content-Driven advertising is contextual advertising.
It is open and doesn’t depend on any ad networks. It can work with any ad networks, ad servers or searchable repositories.
It uses industry standard IAB Categories for both ads and content.
Content is the driving force. It displays content-relevant ads in the first view request.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
Improve Ad Relevancy 