contextual-targeting

Easy Does It: How Publishers Can Monetize Their Content

Written on: December 27th 2013
Author: Oliver Roup

EDITOR’S NOTE: This article, originally published on February 27, 2013, placed at No. 11 in our 20 most popular articles of the year. ADOTAS – Consumers are bombarded with more commercial messaging than ever before from countless sources, but it’s also easier than ever to tune ads out. People fast-forward past ... more...

Online Video Advertising: Tips For More Effective Targeting & Measurement

Written on: September 12th 2013
Author: Joe Lichtenberg

ADOTAS — Online video advertising is rising at an unprecedented rate, and not just because services like Hulu and Netflix are enabling streaming entertainment online. Video advertising is taking off because brand managers are realizing the positive impact that video can have on their ability to attract and engage with ... more...

Audience Targeting Options When the Cookie Crumbles

Written on: May 3rd 2013
Author: Seth Ulinski

ADOTAS — Marketers and their respective ad agencies will increasingly be on the lookout for new ways to reach target audiences, as well as properly track and attribute engagement for digital media investments. This is largely the result of increased consumer cookie deletion as well as browsers such as Firefox ... more...

Google AdWords Announces Updated Contextual Engine, Display Interface

Written on: March 22nd 2012
Author: Brian LaRue

ADOTAS – In yet another new set of developments to the user experience, Google announced this morning a pair of changes in how advertisers can buy and display ads via its AdWords service. First, AdWords will be offering a “Display Network” tab, an interface built specifically to suit the needs ... more...

Driving Brand Lift via the Exchanges

Written on: March 19th 2012
Author: John Mracek

ADOTAS - For my third installment of this series on the value of the ad exchanges, here’s a real-world example of how the exchanges not only provide good value, but can prove a positive branding component. What started as something of an experiment ended with impressive brand lift for the ... more...

Dedicated Media and Peer39: Page Intelligence Plus Retargeting Drive Clicks Way Up

Written on: March 9th 2012
Author: Brian LaRue

ADOTAS - Today, online ad network Dedicated Media and page-level intelligence technology provider Peer39 announced that after a year-long partnership, they’d seen substantial improvement of ad campaigns compared to campaigns using more standard targeting methods. One major automotive manufacturer saw a 500 percent increase in click-throughs when Peer39′s technology was ... more...

eXelate Infuses Audience Data Into Cognitive Match’s Dynamic Creative Targeting

Written on: October 21st 2011
Author: Gavin Dunaway

ADOTAS - As we wrote earlier this week, hunting down cookied users on the exchanges for retargeting purposes can prove to be absolutely useless if the ad itself is completely irrelevant to the surrounding content. However, relavent ad creative is another pertinent part of the retargeting equation — I personally hate ... more...

NetSeer Imbues Retargeting With Concept-Based Contextual Targeting

Written on: October 19th 2011
Author: Gavin Dunaway

ADOTAS – Judging by what I hear at conferences, it’s becoming evident that a lot (NetSeer CEO John Mracek says the majority) of audience-targeted ad-buying on exchanges is going toward retargeting. And while companies such as AdSafe and DoubleVerify have introduced pre-bid verification technology for DSPs, ad networks and exchanges, chances are ... more...

ad pepper Infuses Semantic Targeting Into New RTB Platform

Written on: September 9th 2011
Author: Gavin Dunaway

ADOTAS – While audience targeting and buying is getting more attention than a non-threatening teenage boy who sings in a very high register, I’m always looking further down the road. For a while I’ve been pondering when contextual targeting will make a big comeback, and discussing concept-based targeting with NetSeer ... more...

Answers Served: Infolink’s Treves Details New Self-Service Platform

Written on: August 22nd 2011
Author: Gavin Dunaway

ADOTAS - Although it already brings contextually targeted in-text ads to 250 billion pages of content each month that is viewed by more than 350 million uniques, Infolinks bills itself as the world’s fastest growing in-text advertising network. That expansion is bound to keep up with the introduction of the self-service in-text ... more...