Verizon Media continues to expand its DSP users with a new contextual-targeting solution.
The new cost-effective solution is customizable and allows marketers to create a curated list of
topics and criteria that best meets their business goals. Using technology that operates at a granular level across a page’s content, the solution is able to accurately execute a campaign. The
solution promises omnichannel flexibility and control.
“Marketers want to align to content that's relevant to their customers and values, making the most of their campaigns. Our
contextual-targeting solution helps advertisers deliver campaigns against a page's content and context, ensuring alignment between brand values and media,” Iván Markman, Chief
Business Officer, Verizon Media, told Publishers Daily.
He says “even more contextual capabilities are forthcoming.”
While Verizon Media previously offered free
standard and language-based context buying to customers, the latest solution is designed to be smarter and more customizable.
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As the industry gravitates away from cookies, Verizon Media has
worked to deepen its consumer relationships, first-party data assets and identity solutions.
The latest solution joins other efforts announced this year, including a cross-screen
planner and an inve
ntory storefront. Last year Verizon Media streamlined its DOOH ad solutions.
In June, Verizon Media achieved anti-fraud TAG
certification.