How Publishers are Overcoming the Contextual Targeting Challenge

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2018 has been a big year for Publishers. With GDPR coming into effect in May, and the first signs of similar regulations in the US, Publishers and Advertisers of all sizes are quested after new and innovative targeting methods.

Brand Safety has also been a source of trouble for many industry players, as brands become more and more selective with their ad-placements and pull budgets from any platform which proves itself unworthy.

The battle for eyeballs continues as publishers struggle to combat the growing Google-Facebook duopoly. While the battle over each ad-dollar goes on, users are flocking to platforms that offer the best, most transparent, non-intrusive ad experience.

This combination of regulatory changes, Brand Safety concerns, and the battle against the giants has created a true need for a new generation of targeting capabilities that can match ad opportunities to relevant content at scale. Considering this, it’s no wonder that Contextual Targeting has become a Buzzword, attracting the attention of both Advertisers and Publishers.

Contextual Targeting includes matching domains or text content to Demand, based on broadly defined keywords that reflect a webpages’ content to a certain degree. But even the most advanced Contextual Targeting tools on the market have a major blind spot: they don’t get video.

Join us as we tackle how publishers can overcome the contextual targeting challenge with AnyClip’s VP of Operations, Nadav Dray, and SpringServe’s CTO, Dave Buonasera.