Custom contextual targeting beta launch from DoubleVerify

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Digital media measurement, data and analytics software platform DoubleVerify has confirmed the beta launch of its custom contextual targeting solution.

The solution lets advertisers execute contextual targeting within their campaigns and is intended to assist advertisers with compliance with global initiatives such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).  Moreover, with the recent cookie-deprecation measures taken by Chrome and Safari browsers, DoubleVerify suggests that custom contextual targeting answers marketers’ need for effective audience targeting based on interest or intent, as opposed to cookie-tracking.

“Powering media performance in a post-cookie era continues to be a priority area of innovation for the company,” stated Mark Zagorski, CEO of DoubleVerify. “Early in 2020, DV launched Authentic Performance, the first data solution in the market to provide real-time, comprehensive prediction data to drive campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement. Now, custom contextual targeting adds to our set of performance solutions — letting advertisers improve campaign relevance at scale, and designed to assist them with complying with consumer privacy measures.”

DV’s new global research findings reinforce the impact of contextual targeting:

  • 69 per cent of consumers are more likely to respond to an ad served beside relevant content
  • 44 per cent have tried a new brand due to seeing a relevant ad beside content they were reading or viewing in the past few months

“Our data shows that consumers are open to ads, but the vast majority (69 per cent) are more receptive when a brand’s online promotion is relevant to the content they’re already consuming,” advised Jack Smith, Chief Product Officer at DoubleVerify. “Custom contextual targeting is an essential part of the future-ready ad ecosystem.”

Semantic Science is at the core of custom contextual targeting — leveraging ontology and machine learning to drive accurate content classification at the page level and ensure the deepest, most accurate coverage. A dedicated team of professional linguists finely tune DV’s Semantic Science technology of content and context in 44 languages.

“Consumers, platforms and regulators are all signalling it’s time to move past a cookie-based approach to targeting,” notes Smith. “Our custom contextual targeting solution does just that, without sacrificing the precision, transparency and measurability marketers need. The new solution will help advertisers reach relevant consumers in the right place and at the right time.”

The beta version is now available, with the full roll-out expected later in 2020.


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