Commentary

Turn Enhances Contextual Targeting

Demand-side platform Turn has released updated features for its service including brand safety controls, contextual targeting and video ad optimization. The first enhancement lets advertisers avoid placing ads next to content that doesn’t align with a brand’s goals.

The contextual upgrade lets advertisers create custom rules for buying inventory next to specific kinds of Web page content. A travel advertiser might only want to place ads on Web pages about warm weather, for instance. Providing the contextual data are AdSafe Media, Crystal Semantics and Peer39.

The video optimization feature allows marketers to adjust the price paid for in-stream or mobile video inventory based on specific performance goals.

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