What’s Next For Contextual Targeting?

With Google having set the timer on the end of third-party cookies, the advertising industry is on the lookout for new ways to deliver targeted ads while still respecting user privacy.
Enter contextual targeting.
By placing ads alongside relevant content, marketers are able to reach customers based on their interests and, as a result, are more likely to find audiences with desired attributes.
The simplicity of contextual targeting has caused many to claim the advertising industry is going ‘back to the future’ when it comes to the way it reaches customers.
And while this sense of simplicity has meant contextual targeting is proving very popular, there are some questions around how this technology – and other cookieless solutions – can be deployed at scale.
“Scale will be a challenge from an execution point of view once cookies go away,” said Oracle Advertising‘s regional director, June Cheung.
“Brands are currently heavily reliant on cookies as part of their digital campaigns, allocating significant portions of their budgets to strategies such as retargeting, third-party audiences and lookalikes.
“Context will play a key role in replacing these strategies; however brands will likely struggle to deliver the campaign budgets they have come to expect.”
To address these concerns, it is time for brands to start thinking beyond traditional targeting technology.
Dynamic contextual targeting offers a way to automatically update segments based on what is trending online, meaning campaigns will continue to appear alongside relevant content even as these topics evolve.
“Our belief is that brands need to start tapping into contextual solutions that are dynamic, ever-evolving and timely in reaching consumers when they are most engaged,” said Cheung.
Dynamic contextual targeting in action
One such solution is Predicts, which uses daily dynamic optimisation based on trending content to boost the relevancy and scale of campaigns.
While the technology behind contextual targeting typically relies on keywords and phrases, Oracle’s Contextual Inteligence, utilises multi-term matching and understands the context of the full page, allowing for greater accuracy and scale.
Oracle Predicts optimizes around trending convent, providing greater scale – to the tune of 11x greater than standard segments alone. It provides the three key benefits most advertisers desire; increased relevancy, improved ROI and fewer wasted impressions.
Importantly for advertisers, it means they can stay one step ahead of trending content in a way that standard contextual targeting can not. The use of daily automated optimisation means the brand is always at the center of the conversation – even as the conversation changes.
Why it works
There are numerous benefits associated with dynamic contextual targeting, but perhaps none more valuable than transparency.
Marketers can see first-hand how their custom contextual segments are being matched with relevant display and video content.
The effectiveness of contextual targeting is perhaps best illustrated when it is compared with static segments.
While static segments are defined in advance and therefore limited in how they can evolve, Predicts’ dynamic methods mean the campaign is continually being adjusted to include recent trends.
You can see below how Predicts was able to capture more relevant content than a typical segment.
You can click here to find out more about Predicts and Oracle Advertising.
Featured image source: iStock/mathisworks
Latest News

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Samsung Slammed With $14M Fine By Federal Court For “Misleading Waterproof Claims”
Thank god we have Korean boy bands because some of the country's leading brands lead a lot to be desired.

Woolworths’ Andrew Hicks Named As One Of The World’s Top 50 CMOs
Woolies' marketing supremo celebrating with an iceberg lettuce or two after being named one of the world's best CMOs.

Nike To Become Latest Big Brand To Officially Abandon Russia
Russians set to queue for bread in their thongs as Nike becomes latest western capitalist dog to exit the country.

Netflix Co-CEO Meets With Reps From Google At Cannes To Strike A Potential Ad Partnership
Ads might soon be coming to Netflix. Although we're quite sure Messrs Warburton, Sneesby etc will be having none of it.

Harrowing Campaign Shows The Last Photos & Videos Of Suicide Victims
Ready the tissues at this incredibly powerful and brave mental health initiative.

Alfi Study Reveals Entertainment & Media Will Be Main Focus Of DOOH Ads Within The Next Year
DOOH continues to prove the hot category in adland. That said, B&T's still got a soft spot for towed plane banner ads.

TV Journo Goes Viral After Mistakenly Drawing Large Penis During Report Into The Capitol Riots
Were your school days full of drawing penises on the blackboard and afternoon detentions? Relive the good times here.

ACT Responsible Awards Wunderman Thompson Australia As One Of This Year’s Champions Of Good
ACT Responsible celebrated 4 Champions for Good from the agency, advertiser, NGO and public sectors who have made an impact in the social and environmental areas and helped improve the world through personal contributions or creative campaigns. “It is not an Award. There is no competition and there is no winner. The goal of this […]

Thursday TV Wrap: Footy Punts Seven To A Big Win
The AFL proved a ratings winner for Seven last night. Just not in Sydney, were no one gives a shit unless the Swans win.

WARC Announce The Winners For Their 2022 Award In Effectiveness
If B&T ever had an award for effectiveness, it would go to our publican for his 5-6pm half-price pints happy hour.

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]

Foodies Unite! Apply For The Food Category At The Australian Impact Awards Powered By Wavia
Is food your business? Well, why not sink your teeth into the Australian Impact Awards' food category.

THE TIME IS NOW: Entries For B&T’s Best Of The Best Close Today!
Do you loathe an overachieving colleague? Completely ruin their afternoon by making them do a Best of the Best entry.

‘Kill Your Advertising’ Documentary Launches At Cannes, Shaking Up The Current Sate Of The Marketing Industry
The state of adland to be laid bare in new doco. Sadly it doesn't have Sir Martin in the lead role of wanton spinster.

SICKDOGWOLFMAN Launches New Campaign For Moro Dubbed ‘Now Add you’ With Sweetshop
Moro is, of course, the olive oil brand & thankfully not the unpleasant chocolate found in the Cadbury's Favourite pack.

Cannes Diary: Atomic 212º’s Asier Carazo Reports
Atomic 212º's Asier Carazo talks the Cannes experience in this diary piece. And not just paying $42 for a baguette.

A Jury Insiders View From Cannes Lions 2022
Bomb again at Cannes this year? Glean some lessons here & be thankful you don't need to fork out for any Brasso Polish.

10 Recruits Natasha Exelby & Lachlan Kennedy To Captain New Breakfast Efforts
Wake-up with 10's Natasha Exelby & Lachlan Kennedy! Which is far better than waking up with that stranger from the pub.

Antipodean Gold Rush At Cannes As The ANZAC Spirit Triumphs
It's a chant of "Aussie, Aussie, Aussie" around Cannes' Pointe Croisette today. There's possibly a bit of vomit too.

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands
B&T’s Nancy Hromin is in Cannes and managed to bag a seat at probably this year’s highlight event – an audience with the one-and-only, Paris Hilton! The socialite took to the stage alongside CEO of VaynerX and Vayner Media, Gary Vaynerchuk, and Swan Sit the board director of Edgewell, Novabay and Far Niente. The trio […]

Five Ways Logos Have Changed Since Lockdowns Lifted
COVID's not merely enhanced our love of toilet paper and Uber Eats, but changed logo design argues this correspondent.

Google Creates New Way For You To Filter Through The News Stories You See
Tech company Google has announced a number of new updates to its News and Search features that will give users greater control and more validated information in the stories they see on their screens. The look of Google News will be changing dramatically, giving way to the side of the screen for a bar that […]

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors
While the marketing industry continues to keep its glaze focused on the South of France and the Cannes Lions International Festival of Creativity, a few thousands of kilometres further away in Manhattan there’s another “festival” going on. NFT.NYC is the biggest conjunction of Web3 artists and investors in the world and by the looks of […]

Contempt Of Court: Lisa Wilkinson Calls In The Lawyers Following Logies Disaster
Lisa Wilkinson joins Lisa McCune and Craig McLachlan in having a Logies win utterly destroy their careers.

Google Adds New Label On Search And Maps For LGBTQI+ Businesses
Mistakenly head out for a coffee only to end up in a gay sex sauna? You've now got this new Google feature to blame.

Brad Pitt Announces Retirement Plans (& Other Things) In Trippy Cover Shoot For GQ
B&T can barely afford to buy GQ let alone anything in it, but all is forgiven when Brad's on the cover.

Adform Unveils PwC Study Showing The Value Of First-Party IDs
You either love first-party IDs or you've never actually heard of them. This one's clearly for the former.

Twitter Will Soon Let You Go Way Beyond the 280 Characters Limit With Its New Notes Feature
Do you avoid Twitter for your anonymous trolling due to its word limits? Get set to be an utter prick with this news.

Wednesday TV Wrap: Gruen Delivers Strong Numbers But Seven Takes The Night
There's only one place to be for any self-respecting adlander on a Wednesday & that's the pub. Ok, maybe watching Gruen.

Reports: Rupert Murdoch Set To Divorce Jerry Hall
It appears the heat's gone out of Rupert and Jerry's love life. Rupert still denying it had to do with climate change.

Mastercard Uses Cannes To Unveil ‘Priceless’ Album To Support Emerging Artists
Mastercard to release an album that sadly won't include ABBA's 'Money, Money, Money' or Joe Dolce's 'Shaddap Your Face'.

Study Shows Aussie Marketers Still Lacking Maturity In Data Privacy Management
Study finds marketers lacking skills in data privacy. Not scared to fire-up the paper shredder if things get really bad.

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix. The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now […]

WPP Partners With Ukrainian Government To Support Economic Recovery
Cannes is too often a lot of hot air from entitled, white rich people. But it can also do good, like this initiative.

QMS Promotes Four In The Sales Department
It's promotions galore in the QMS sales team today, as discussions turn to the merits of the Audi over the Golf GTI.