What if you could target an ad to a specific URL on the web? Not a website, not a domain, but, let's say, a specific article in USA Today about something that is related to the product or services that you offer? That's what you can do with contextual targeting.
Contextual targeting is a powerful tool that exists within demand side platforms (DSPs). It allows the marketer to pinpoint ads based on the content and context of a page.
So, I'll give you an example: I'm a Dodgers fan, and you'd know that I'm a Dodgers fan because I'm on a page reading about the latest news from the Dodgers. I'm on a page from Barstool Sports or ESPN reading about the Dodgers. If you know nothing else about me, you know that I'm interested in the Dodgers and therefore you have a really valuable data signal about me. You know that because I'm interested in the Dodgers, I might be interested in buying a Dodgers cap or shirt or a jacket. That's the power of contextual targeting.
You could go very broad with this and target people based on their fan affinities, the products that they're searching for, etc. You can also go very narrow. You can serve ads on pages that are about something very specific to your business, something specific to your industry, or keywords that are basically jargon that only makes sense to you because of the work that you do.
Contextual targeting is just one of the things you can do within a whole slew of DSPs. You are enabled to really focus on context and serve ads to people based on the type of information they're consuming at this very moment.
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Contextual Targeting DSP Ads
Video Transcript: Contextual Targeting DSP Ads
What if you could target an ad to a specific URL on the web, not a website, not a domain, a specific article in USA Today about something that is related to the product or services that you offer. That's what you can do with contextual target is a powerful form that exists within demand side platforms. It allows the marketer to pinpoint ads based on the content and context of a page.
So I'll give you an example. I'm a Dodgers fan. You can see, you might be able to see Mookie behind me.
If I want to buy Dodgers gear, what's the one thing you know about me? You know that I'm a Dodgers fan. And how do you know that I'm a Dodgers fan?
It's because I'm on a page reading about the latest news from the Dodgers. There's wins, there are losses, there are plays of people on and off the field. I'm on a page from Barstool Sports or ESPN reading about the Dodgers.
If you know nothing else about me, you know that I'm interested in the Dodgers. And therefore, you have a really valuable data signal about me. You know that because I'm interested in the Dodgers, I might be interested in buying a Dodgers cap or a shirt or a jacket.
That's the power of contextual targeting. And that goes really broad. You can go very broad with that and target people based on their fan affinities, their products that they're searching for, etc.
You can also go very narrow. You can also serve ads on pages that are about something very specific to your business, something specific to your industry. Keywords that are basically jargon that only makes sense to you because of the work that you do.
That's just one of the things you can do within a whole slew of demand side platforms really focus on context serve ads to people based on the type of information they're consuming at this very moment. My name is Robert. I'm the CEO of Brill Media.
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