Context focused advertising vs Cookies
- Growing numbers are downloading ad blocking software, which hurts the entire industry
- Shrinking cookie pool as consumers opt out
Contextual Target (PageScience): Essential for High-Consideration Categories
- Contextual targeting reaches consumers while they are in research mode
- Perfect solution for high-consideration categories such as health, finance, travel, etc.
- User's mindset matters
- Strong reader interest in category means users are receptive to relevant ads, leading to higher click-through rates and conversions
- Outperforms behavioral retargeting (which consumers often resent). People who read content on cancer wouldn't want to see Cancer ads as they visit news or travel sites.
- Ad networks and publishers can't deliver audience segments with your exact criteria at scale
- Buying entire sites or run of network to achieve scale leads to impression waste, and higher ad spend
The Future of Page-Level Targeting
Respectful of Privacy
- Targets granularly based on content, not past online behavior
- Won't run afoul of Do Not Track or EU regulations
- Industry leaders like Google, Mozilla and MSN are shifting away from cookies to meet government standards and generate in context advertising
- Budget is spent messaging in-market consumers actively engaged with specific content (e.g. Mutual fund ads are placed on page with stories or content on mutual funds)
- Real-time based media acquisition. The moment a story with relevant content appears, PageScience begins evaluating inventory through AppNexus.