AI-powered contextual ads can help publishers enhance targeting and ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2022, 12:31 PM GMT+0

Contextual advertising is an automated process that uses AI to target ads that are relevant to consumers.

With consumer trust being imperative in a privacy-first world, publishers can boost profits by addressing consumers’ privacy concerns. As third-party cookies phase-out, adopting alternative solutions like AI-powered contextual ads can enhance targeting, as well as make consumers feel protected online.

Publishers can improve ad targeting by using contextual targeting tech to serve relevant ads without collecting personal information. Publishers can leverage first-party data and use tools like natural language processing combined with keywords, to segment audiences, refine the semantics, sentiment, and tone interpretation to create contextual ads.

Brands can enhance user experience, drive ad recalls, boost revenue and build consumer trust using contextual targeting. With the “cookieless” future adopting contextual targeting can help publishers create consistent, relevant, and privacy-compliant ads.

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