Álvaro Pastor, from SunMediatv, says that “artificial intelligence is helping to understand the context through advanced models.” All of this enables two major advances:
Better understanding of the overall content of an article: The Brand Safety norway number data models used today allow for a deeper understanding of the subject matter of an article, as they are capable, for example, of differentiating between war vocabulary used in sports or war contexts.
Sentiment analysis: Some technology providers develop sentiment models capable of differentiating between the shades of gray, identifying situations in which, although the subject matter may not be entirely negative, the tone used in the article may induce negative feelings that are associated with the advertised brands.
This allows brands and agencies to determine their Brand Safety. It is a more common protection for brands (adult themes, hate speech, violence, alcohol, illegal drugs, etc.) and also their Brand Suitability , with a more personalized protection for each brand (specific verticals, or themes, or even when speaking badly about brands or people).
“Artificial Intelligence is helping to understand the context through advanced models,” Álvaro Pastor from @sunmediatv #IABGuiaProgramática pic.twitter.com/spGEllC0rF
IAB Spain: The importance of contextual targeting
Although the two previous elements protect brands, contextual targeting also allows them to capitalize on specific content that benefits them through two levers.
Brand Consideration: thanks to this, it is one step closer to the act of purchase, in which the consumer makes an initial selection, since knowing how to name a brand is not the same as considering it for purchase compared to one of the competition.
Contextual Targeting: accurately capitalizes on content of interest to an audience, making it possible to improve the effects of advertising.
What alternative is there after the disappearance of third-party cookies?
With the announced demise of third-party cookies, contextual targeting is the alternative for targeting unauthenticated audiences.
“Contextual targeting enables media owners to optimize the monetization of their inventory by targeting consumers who have not authenticated or consented to the use of their data, and enables marketers and brands to reach audiences based on relevant content, taking into account their brand safety and suitability guidelines,” IAB says.
You can download the Contextual Guide in Programmatic here .