Contextual Advertising: Data-Driven Targeting, Optimization, & Reporting Without Boundaries
The cookie may be crumbling, but marketers can continue to execute data-driven targeting, optimization, and reporting without cookies or log-level identifiers.
Contextual advertising has come a long way since the early days of AdSense. No longer bound by traditional constraints such as keywords on a page, marketers can leverage a wide range of intent and other signals to find the best opportunities to reach and engage your customers.
Simpli.fi offers the market’s most robust and sophisticated contextual opportunities that can be used for both targeting audiences and measuring campaign results.
Contextual Advertising Unbounded by Traditional Constraints
Traditional contextual targeting focuses on inventory, but it doesn’t need to be limited by such boundaries. With Simpli.fi, you can leverage a range of contextual targeting options to build and report custom audience segments.
Options include:
- Page Subject, Keywords. Reach consumers while their interest is piqued by targeting pages that are highly relevant to your ads (e.g. show an olive oil ad in an article on Italian cooking). Simpli.fi leverages models and algorithms to classify pages based on semantic understanding, sentiment, and quality to avoid certain brand safety and brand suitability issues that have plagued contextual targeting in the past.Adding to that, Simpli.fi allows companies to retarget users who view content featuring any keywords you have previously selected. Conversely, we can block your ads from appearing on pages and environments that include keywords that are unsuitable or unsafe for your brand.
Page subjects and keywords are a great way to execute privacy compliant branding campaigns.
- Predictive Audiences. Going beyond page subject and keywords, Simpli.fi helps you actually build custom audiences for targeting based on context. To offer this functionality, we leverage natural language processing (NPL) and page-level context to build a custom audience whose browsing behavior indicates an interest in content that is relevant to your brand. This privacy-compliant approach is a great way to build your upper sales funnel by reaching and engaging people who are likely to have an interest in your brand.
- Bombora B2B. Need to reach a B2B audience? This unique and first-to-market integration merges Simpli.fi’s ad placement-level targeting with Bombora’s proprietary topic-based taxonomy. The result: users get an identifier-free way to target prospects at scale. Read more.
- Complementary Native Contextual Targeting Solutions. Take advantage of partnerships with top DMPs, other third-parties, retargeting solutions, and custom targeting to apply additional relevant audiences.
Optimizing Contextual Ad Campaigns
Simpli.fi offers unique capabilities for optimizing your contextual advertising campaigns that are privacy-compliant and geared towards your priorities and campaign goals.
For instance, with our automatic bid factoring, Simpli.fi evaluates each ad opportunity and predicts where, when, and how much to bid on each impression based on your campaign goals. This approach allows you to optimize your campaign without relying on cookies. Choose from 14 goals, such as page-level contextual signals, domains, individual publisher ad placements, and more.
Additionally, we’ve developed a unique Proprietary Engagement Score, which allows you to optimize your campaign based on post-click user behavior. The score looks at three critical metrics for optimization purposes: bounce rate, average time spent on site, and visits per click. Our proprietary algorithm tracks, measures, and optimizes towards these metrics, and uses an advanced formula to generate your campaign’s Engagement Score.
You can optimize your campaign to the score as a whole or toward individual post-click metrics.
Contextual Advertising Reporting
Simpli.fi provides best-in-class reporting with granularity down to the ad placement level and unique engagement metrics. Data includes page URL-level reporting so you can analyze the top web pages by metrics that are important to you, as well as spend, impressions, CTR, actions, and so on. Gain valuable insights into the top-performing contextual elements, such as keyword analysis, and category reporting.
Detailed reporting measures include:
- Standard reporting — impressions, clicks, CTR, conversion, conversion rates
- Engagement reporting — time on site, page views per visit, bounce rate
- Advanced user insights — age, household income, education level, children in household
- Context reporting — URL-level data, topic trends, keywords, sentiment trends
Conclusion
If contextual targeting isn’t part of your marketing mix, you’re missing out on a powerful resource. Contextual targeting can not only scale your brand and performance campaigns, it can also deliver numerous insights into your audience, including where they spend time on the internet. This privacy compliant way to target, optimize, and report on your campaign leverages advances in AI to hone in on your ideal customers effectively and cost efficiently.
Ready to add contextual targeting to your next marketing campaign?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for the next steps.
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