Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "contextual tracking"
- Brands often encounter challenges in planning timely and relevant campaigns, according to Riley Mackey, associate media director at Charts + Darts, a full-service agency.
- About half of online shoppers said they pay attention to ads for products that are on sale.
- Peter Jakus, product manager at Bloomreach, said while Apple has tried to take the privacy lead among the major browsers, bad actors who abuse digital tracking technologies for nefarious purposes often rely on the same underlying tools such as cookies and URL parameters, as honest marketers.
- In preview through Azure Cognitive search, Vector Search uses machine learning to capture the meaning and context of unstructured data, such as images and text. The idea is to make search faster.
- Consumers are more likely to remember advertising that appears in the context of related content.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- Brands that improve viewability, brand safety and ad-fraud prevention are more likely to see gains in their conversion rates.
- Publishers using Next-Gen Solutions -- now available for the open web -- must also have adopted Yahoo ConnectID, which enhances audience matching, enabling advertisers to deliver more relevant messaging.
- Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director, media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the surrounding environment in which the ad is placed.
- Brands that advertise next to positive articles about environmental issues are more likely to be perceived as eco-friendly.
- Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of the report.
- Soccer-related content was most popular, driving 74% of website visits during the third quarter.
- Contextual targeting of advertising is making a comeback as marketers become more mindful of brand safety.
- Comscore, which established itself as one of the ad industry's major media audience-measurement services based on an opt-in panel of consumers, this morning announced a new "cookie-free" audience-targeting capability enabling marketers to utilize their own "first-party" consumer data.
- In what may be the most compelling argument yet to finally end the ad industry's practice of targeting media audiences based on demographic composition, Vice Media Group Wednesday made the case that the method is not just ineffective, but outright "discriminatory."
- Marketers supporting healthcare clients must provide accurate, relevant messaging that conveys empathy, strength and positivity despite keyword restrictions. Google enforces tight restrictions for the keywords marketers can use.
- Given the deprecation of mobile user identity and location trackers, the vast majority of mobile advertisers and media buyers believe contextual targeting is resurgent. "Approximate data" is good enough, they say.
- While many consumers have some implicit knowledge why digital identity trackers exist, most don't understand what the explicit value exchange is.
- The ad industry had mixed reactions Wednesday to news that Google will not build alternate identifiers or use consumers in its products following the phaseout of third-party cookies. In a statement, Network Advertising Initiative President/CEO Leigh Freund said privacy is a shared commitment, but should not be used as a barrier allowing platforms or tech companies to hold all data about online activities. Advertising Research Foundation CEO/president Scott McDonald doesn't think the move will harm advertisers.
