- Martech company Epsilon will use Comscore’s Proximic contextual targeting tools to create performance-based, personalized digital media campaigns, the corporations announced.
- Using Proximic’s natural language processing and artificial intelligence-powered contextual categorization, Epsilon’s ad-tech platform will draw insights from a large set of knowledge points from content platforms across connected TV (CTV), audio, desktop and mobile for programmatic campaigns.
- To address concerns about brand safety, Proximic’s content touchpoints will concentrate on brand sustainability and inventory quality, in addition to categorizations shared by the Interactive Advertising Bureau and Global Alliance for Responsible Media.
As the ad world prepares for a cookieless future, contextual promoting is emerging as a possible substitute. Thanks largely to the concurrent rise in AI marketing tools, the flexibility to scan tens of millions of internet sites quickly is becoming simpler. That, in turn, could help streamline the method for placing ads relevant to the context of what appears on web sites. The Epsilon-Comscore news underscores how, more broadly, marketers are leaning on AI to assist address signal loss.
“As the industry moves towards an alternate signal-based future, wealthy contextual data is more vital than ever before as marketers seek to maximise the worth of inventory available to them in biddable environments,” said Kathryn Roganti, senior vp, business at Proximic by Comscore, in a press release.
Interest in contextual promoting has continued to swell as advertisers search for a strategy to reach interested consumers without access to the identical tracking data they once had. While not as personalized as cookie-driven promoting, contextual promoting tries to capture consumer interest in a subject, service or product that’s featured on the positioning being visited. Among marketers, 78% plan to maintain or increase their use of contextual data this yr, in keeping with recent Proximic research.
Proximic guarantees to spice up programmatic campaigns by drawing insights across a big selection of media, including audio and CTV, in addition to desktop and mobile web. Other platforms have been experimenting with their contextual solutions. Disney, for instance, earlier this yr teased a latest Magic Words product that analyzes scenes and visuals across its library to tie mood and emotion to promoting messages.
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