Post by account_disabled on Dec 26, 2023 2:56:10 GMT -3
The pandemic has highlighted the need to reach the right audiences and stand out from other brands. Within this scenario, the concept of contextual targeting resonates more and more strongly , since with it it is possible to understand what feelings and emotions are generated by the content that appears alongside digital advertising. Additionally, it has been perfect for implementation in the European environment, where GDPR, privacy concerns, and the elimination of third-party cookies continue to limit the availability of consumer data for audience segmentation. Aware that the importance of context control for the digital industry is constantly growing, IAS has presented together with the IAB the webinar “Context control to lead in 2021”. Tacho Orero.
President of IAB Spain, participated in the meeting , as well as Sara del Canto and Ángel Fernández Castiella , Sales Manager and Customer Success Manager of IAS, respectively. Below, we summarize the main Phone Number List keys to this event. Greater concern for context and content During 2020, technologies such as “brand suitability” have been developed , which allows analyzing the context and understanding the real meaning of the content. In fact, there has been greater concern about the content that appears alongside ads, which has motivated interest in controlling it. This is considered essential for 76% of Spaniards and contributes to optimizing investments in digital. Furthermore, by spending more time at home and connected, the user is more likely to see content on quality web pages . What's more, 83% of Spanish consumers, according to the IAS Ripple Effect study
Would stop using brands that appear next to low-quality content. Taking into account what was said above, more brands are implementing AI (Artificial Intelligence) technologies, which help them decide on which pages and with what content they want to appear. Additionally, by applying real-time blocking, advertisers can prevent their impressions from appearing next to content that concerns them. Brand safety or “Brand Safety”, essential for campaigns The industry is demanding a shift in the focus of campaigns, along the lines of instead of focusing only on brand safety, which is fundamentally based on controlling the issues that tend to be of concern at a general level, which Also consider the suitability of the content for a specific firm .
President of IAB Spain, participated in the meeting , as well as Sara del Canto and Ángel Fernández Castiella , Sales Manager and Customer Success Manager of IAS, respectively. Below, we summarize the main Phone Number List keys to this event. Greater concern for context and content During 2020, technologies such as “brand suitability” have been developed , which allows analyzing the context and understanding the real meaning of the content. In fact, there has been greater concern about the content that appears alongside ads, which has motivated interest in controlling it. This is considered essential for 76% of Spaniards and contributes to optimizing investments in digital. Furthermore, by spending more time at home and connected, the user is more likely to see content on quality web pages . What's more, 83% of Spanish consumers, according to the IAS Ripple Effect study
Would stop using brands that appear next to low-quality content. Taking into account what was said above, more brands are implementing AI (Artificial Intelligence) technologies, which help them decide on which pages and with what content they want to appear. Additionally, by applying real-time blocking, advertisers can prevent their impressions from appearing next to content that concerns them. Brand safety or “Brand Safety”, essential for campaigns The industry is demanding a shift in the focus of campaigns, along the lines of instead of focusing only on brand safety, which is fundamentally based on controlling the issues that tend to be of concern at a general level, which Also consider the suitability of the content for a specific firm .