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.
As the industry gravitates away from cookies, Verizon Media has worked to deepen its consumer relationships, first-party data assets and identity solutions.
In June, Verizon Media achieved anti-fraud TAG certification.