The Resurgence of Contextual Targeting

Global research reveals that 69% of consumers are more likely to engage with ads contextually relevant to the content they are viewing. DV’s custom contextual targeting is a privacy-friendly solution that offers advertisers effective audience targeting based on interest or intent, without the need for trackers. In this guide, we cover:

• The resurgence of custom contextual targeting — as a result of new machine-learning technology and stricter privacy regulations.
• Moving beyond keywords and classifying content by analyzing the contextual meaning of each page.
• Leveraging custom segments based on over 430 IAB categories as well as seasonal, behavioral and custom categories.
• Understanding the benefits of DV’s custom contextual targeting solution versus standard keyword targeting.