The future of contextual advertising: Page context AI

Ned Dimitrov
January 25, 2021
3 min read

With evolving consumer ad preferences and privacy-driven changes, marketers are increasingly turning to contextual advertising to tailor ads to the environment in which their audience is browsing, rather than the viewer themselves.

Contextual targeting reaches people when they’re in a receptive frame of mind, consuming content related to a brand—an ideal ad delivery experience for the consumer. Contextual targeting isn’t new, but truly innovative and effective contextual solutions have been hard to come by. Many demand-side platforms (DSPs) rely on 3rd-party solutions that struggle to target niche contexts or provide limited transparency into how the targeting performs inside the proverbial “black box.”

The introduction of our Page Context AI works to solve these challenges.

What is page context AI

Leveraging StackAdapt machine learning and AI, Page Context AI is another means of reaching your audience, based on the content they are consuming. You’re in the driver’s seat—in control of identifying where you want your native, display and video ads to appear across 400 million pages. You can build a custom contextual strategy by inputting in context and out of context phrases so that StackAdapt’s patented algorithm (US patent 11,748,776) can determine the best ad placements based on a publisher or site’s content.

Page Context AI makes it possible to target a niche category and reach users currently thinking about that topic—allowing your advertisement to interplay with that mindset. Our historical analysis has shown that placing ads in the right context can increase user engagement by a factor of up to 4 to 10. Having the right context can really give you a big boost in performance.

The benefits of using page context AI

In addition to generating meaningful user engagement, Page Context AI’s sophistication offers advertisers several unique benefits:

• Protects User Privacy: With expanding privacy regulations, Page Context AI—which does not depend on cookies or other identifiers—is an effective way to reach relevant consumers without the need for personal information. This is especially relevant for marketing sensitive categories, where behavioural targeting is prohibited or considered invasive.
• Maximizes Performance: Our proprietary algorithm can expand targeting to include relevant phrases related to the context. The AI balances targeting relevancy vs. scale in real-time to maximize performance—a unique technological advantage over other contextual solutions, smarter than the exact matching of keyword-based targeting.
• Targets Niche Contexts: Each brand is truly unique, so the ability to target customizable contexts is essential to marketers, especially those who require specific or niche targeting. As Page Context AI is not limited by a pre-built taxonomy, it gives you the control to specify your desired, unique context.
• Transparency and Real-Time Feedback: While many contextual solutions are a black box, Page Context AI allows you to verify your ads served on relevant domains pre- and in-flight. This feedback loop enables you to revise your input phrases in real-time to improve the success of your campaigns.

The Guide to Contextual Advertising

Get an in-depth view of what contextual advertising is, how it works, and the benefits of integrating contextual targeting throughout your advertising strategy.

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Take advantage of page context AI

By leveraging StackAdapt’s Page Context AI, brands can create infinitely personal ad experiences, all while moving further away from cookie-based dependencies.

Want to run exceptional contextual advertising campaigns? Request a demo to learn more about StackAdapt.