Video data platform IRIS.TV has partnered with addressable TV provider Finecast US to make IRIS-enabled contextual targeting and brand safety tools available di.
With cookies headed for the door and tech players including Apple introducing increasingly privacy-centric policies, advertisers’ relationship with third-party user data is swiftly coming to a close. Luckily, by marrying contextual targeting with artificial intelligence (AI) and machine learning, advertisers can gain both the breadth and depth of insight necessary for effective targeting, writes Sharethrough chief technology officer Rob Fan.
West Palm Beach, United States, 08/02/2021 / CEPAC Lawyer Marketing and SEO /
Behavioral targeting is a marketing strategy that uses historical conduct to personalize the types of ads consumers see. Historical behavior is sourced through unique datasets that illustrate how audiences act. Marketers would then be able to use this to make ads and campaigns that match every consumer’s genuine behavior.
Behavioral targeting involves developing a definite user profile and using this to convey better messaging and better planning. It limits the possibility of advertisers conveying unessential ads and helps to boost advertising effort KPIs. It is a fantastic marketing tool established in the advanced, data-centric world that we live in. However, it isn’t tied in with using numbers and tech. Behavioral targeting provides worth to the two advertisers and consumers.
Media planning and buying platform Comscore has partnered with conversion and audience analytics firm Spiketrap to expand Comscore’s contextual ad targeting solution for gaming.