DoubleVerify announces custom contextual targeting beta | Ad Tech | News | Rapid TV News
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Aiming to allow advertisers to execute contextual targeting within their campaigns and intending to assist advertisers with global compliance initiatives, digital ad measurement, data and analytics software platform provider DoubleVerify has announced the beta of custom contextual targeting.
DV PR CTV fraud 23Jan2020
In explaining the introduction of the beta, DV said research had shown consumers are more receptive to contextually-relevant ads. In particular it noted that 69% of consumers are more likely to respond to an ad served beside relevant content and 44% have tried a new brand due to seeing a relevant ad beside content they were reading or viewing in the past few months.

DV’s proprietary contextual targeting segments are said to improve campaign performance by enabling brands to reach consumers based on the relevance of the content they are consuming. Supporting the likes of the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) and also noting the recent cookie-deprecation measures taken by Chrome and Safari browsers, Custom Contextual Targeting is designed to answers marketers’ needs for effective audience targeting based on interest or intent, as opposed to cookie-tracking.
At the core of custom contextual targeting is semantic science, using ontology and machine learning to drive content classification at the page level and ensure said DV the deepest, most accurate coverage.

Custom contextual targeting also reduces administrative time and complexity associated with setup, deployment and maintenance of contextual controls across an advertiser’s multiple buying platforms and campaigns. Custom contextual targeting settings can be centrally managed and syndicated to partner DSP’s through DV Pinnacle, the company’s unified service and analytics platform.

“Powering media performance in a post-cookie era continues to be a priority area of innovation for the company,” explained DoubleVerify CEO Mark Zagorski. “Early in 2020, DV launched Authentic Performance, the first data solution in the market to provide real-time, comprehensive prediction data to drive campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement. Now, custom contextual targeting adds to our set of performance solutions — letting advertisers improve campaign relevance at scale, and designed to assist them with complying with consumer privacy measures.”

The beta version is now available, with the full roll-out expected later this year.