ADOTAS – With its in-text and display ads reaching 68% of the U.S. Internet audience, Vibrant is changing up its contextual targeting display game with VIA Dynamic.
Through the contextual targeting of the VX Platform — which levees semantic analysis, frequency of words, page positioning, source code data as well as and demographics — Vibrant will serve dynamic display ads that change based on surrounding content. Multivariant creative optimization enables changing visual aspects such as background color, font and call to action. In addition, the ads feature Vibrant’s proprietary ad verification technology, SafeServe.
Primary testing showed CTRs for VIA Dynamic 5 times greater than standard display ads. The new unit is the first of full suite of contextual ad products that Vibrant is planning to introduce this year.