United States-based software platform DoubleVerify has launched what it describes as a “custom contextual” solution for programmatic advertisers.
This new offering delivers privacy-friendly targeting by aligning ads to relevant content to maximize user engagement and drive conversion. DV’s Custom Contextual solution will be available on leading DSPs that include MediaMath, Verizon Media and Xandr.
DoubleVerify’s chief product officer, Jack Smith said that increased privacy regulation and the decision by most web browsers to “sunset” the use of third-party cookies is ushering a shift away from third-party audience targeting.
“Our Custom Contextual solution draws on DV’s 10+ years of experience in ontology, brand suitability and content classification and applies this to effectively match relevant ads to audiences at key points of interest or intent,” Smith said.
According to research undertaken by DV, customers are more receptive to contextually-relevant ads. The findings show that 69 per cent of consumers surveyed would be willing to view ads that were relevant to the content they were consuming. While 44 per cent of those surveyed have tried a new brand because they were served an ad relevant to the content they were consuming.
For more information about DoubleVerify’s Custom Contextual solution, contact email@example.com.
Featured image source: iStock/BestForBest
Didn’t land your first serve? Avoid the embarrassment of a double fault and take another swing at getting your entry in for this year’s B&T Awards. We know many of you would relish the opportunity to take on the industry’s top seeds, so keep the rally going and you could soon be proudly raising a […]
What do you do if you’re stuck in lockdown? Stare at incredibly fit people doing impossible athletic feats and critique their every move from the comfort of your couch and Oodie, obviously. After the opening ceremony snagged over two million viewers, Olympic watching habits showed no sign of stopping. Seven broadcast the gymnastics, basketball, canoe […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Global advertising expenditure will grow 11.2 per cent in 2021, driven by exceptional demand for performance-led ecommerce advertising and brand advertising on online video, according to Zenith’s latest Advertising Expenditure Forecasts report. Advertising expenditure will total US$669 billion this year, US$40 billion more than was spent before the pandemic in 2019. Growth in advertising expenditure […]
Credlin, The Bolt Report, Alan Jones and more will begin officially airing on TV in regional Australia. After announcing its intentio to launch a 24 hour regional news channel earlier this year, Sky News Regional will officially launch on August 1st in parts of NSW, Victoria, Queensland and SA. According to Sky News, the channel will […]
Following a range of new business wins, Cummins&Partners Sydney is investing in growing their team across a range of disciplines. Recent client appointments include Singapore Airlines-backed experiences platform Pelago, Indeed, F45 Group’s newest brands FS8 and Hamptons Life, and South African Tourism among others. Top L -R : Meredith Ansoul and Matty Graham. Bottom L-R: […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
As event planners continue to pivot towards digital, the industry has seen the incredible audience reaching capabilities of online events. Providing dynamic, personalised events without the constraints of venue limits has allowed organisers to create new digitl experiences and engagement, aided by new tech. Now, companies are rethinking how to bring in-person event back – […]
The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms. When it comes to increasing brand and sales impact, ads placed in news consistently outperform both Facebook and YouTube. The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever […]
ContentGrow has released a new study titled The State of APAC’s Freelance Writer Economy 2021. The tech company surveyed 1,200 freelance writers and journalists across seven key markets on the bloc: Singapore, Indonesia, Philippines, Hong Kong, China, India, and Australia. The report includes actionable intel on things like rates, languages, and popular niches for content […]
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]