A recent Digiday and Connatix report revealed that standardising categorised contextual data to be a challenge for publishers.
Publishers and advertisers are moving towards contextual data for ad targeting as third-party cookies phase out. 66% of publishers surveyed are currently using or planning to shift to contextual video campaigns through in-house partnerships or collaborations, as per the report.
Publishers are classifying contextual data for video, display, text, and images as per IAB standards, editorial content like blogs, technology-assisted categories like tagging and more. Of those polled, 40% of brand and agencies believe that video is the most effective medium for creating contextual campaigns.
In addition, 78% of contextual video efforts are already proving to be highly successful. Most publishers intend to build data partnerships and implement machine learning and AI to collate contextual data via videos, trends, audiences and more at scale.
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