DoubleVerify Launches Custom Contextual Targeting Solution

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DoubleVerify has today announced the beta launch of its custom contextual targeting solution.

The new solution lets advertisers execute contextual targeting within their campaigns and is intended to assist advertisers with compliance with global initiatives like the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Moreover, with the recent cookie-deprecation measures taken by Chrome and Safari browsers, DV’s custom contextual targeting solution answers marketers’ need for effective audience targeting based on interest or intent, as opposed to cookie-tracking.

“Powering media performance in a post-cookie era continues to be a priority area of innovation for the company,” said DoubleVerify CEO Mark Zagorski.

“Early in 2020, DV launched Authentic Performance™, the first data solution in the market to provide real-time, comprehensive prediction data to drive campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement. Now, custom contextual targeting adds to our set of performance solutions — letting advertisers improve campaign relevance at scale, and designed to assist them with complying with consumer privacy measures.”

DV’s proprietary contextual targeting segments improve campaign performance by enabling brands to reach consumers based on the relevance of the content they are consuming. Another core benefit of custom contextual targeting is the reduction in administrative time and complexity associated with setup, deployment and maintenance of contextual controls across an advertiser’s multiple buying platforms and campaigns. custom contextual targeting settings can be centrally managed and syndicated to partner DSP’s through  DV PinnacleⓇ, the company’s unified service and analytics platform.

Consumers are more receptive to contextually-relevant ads

DV’s new global research findings reinforce the impact of contextual targeting:

  • 69 per cent of consumers are more likely to respond to an ad served beside relevant content
  • 44 per cent have tried a new brand due to seeing a relevant ad beside content they were reading or viewing in the past few months

“Our data shows that consumers are open to ads, but the vast majority (69 per cent) are more receptive when a brand’s online promotion is relevant to the content they’re already consuming. custom contextual targeting is an essential part of the future-ready ad ecosystem,” concluded DoubleVerify chief product officer Jack Smith.

How DV Custom Contextual Targeting works

Semantic Science is at the core of custom contextual targeting — leveraging ontology and machine learning to drive accurate content classification at the page level and ensure the deepest, most accurate coverage. A dedicated team of professional linguists finely tune DV’s Semantic Science technology of content and context in 44 languages.

From a centralized location within DV Pinnacle®, advertisers can build targeting segments based on over 430 IAB categories, as well as seasonal, behavioral and custom categories. Segments can be tailored to include site, app and language inclusions and exclusions, as well as specific headline keyword lists. Advanced settings — like the ability to include unclassified content or site and app exception lists, which exempt designated supply sources from a brand’s broader suitability controls — can help unlock additional campaign scale. Enhanced controls, such as including only content that has been classified at the page level, can help make targeting more precise.

“Consumers, platforms and regulators are all signalling it’s time to move past a cookie-based approach to targeting,” explained Smith. “Our custom contextual targeting solution does just that, without sacrificing the precision, transparency and measurability marketers need. The new solution will help advertisers reach relevant consumers in the right place and at the right time.”

The beta version is now available, with the full roll-out expected later this year.

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