October 17, 2018
How precise and flexible ad targeting exists in the post-GDPR era

How precise and flexible ad targeting exists in the post-GDPR era

By Alessandro Drenaggi, Head of Linguistic Technology

 

The General Data Protection Regulation (GDPR) has thrown the digital advertising industry into unknown territory, allowing consumers to exercise their right to be forgotten. Many worry how this reduction in third-party behavioural data will damage performance for digital ad campaigns. Yet, there is a way to ensure performance – utilising contextual targeting.

Advertisers looking to sustain performance are turning to URL data – data specific to webpages, content and emotions, rather than personal identifiers – which can be used to tailor digital ads based on the real-time content a consumer is reading. Much can be gleaned about the make-up of an audience by the content on the page and the time it is viewed. Add to this smart tools that conduct in-depth semantic analysis at page-level, combined with Natural Language Processing (NLP) that reads content exactly as the human brain does, and you’ll see that marketers can serve contextually relevant and emotionally powerful ads that truly resonate with individuals.

Web Pages need to be accurately categorised to optimise personalisation, and that’s where our new and improved ADmantX Contextual Taxonomy comes in, which is also a fundamental base for first party profiling and digital customer interaction modelling. Now offering over 1,200 categories, our taxonomy is the first to include the new 698 classifications as directed by the IAB Tech Lab.

The new categories increase granularity in segments such as:

  • Business & Finance – Types of investments, new payment forms/crypto-currencies, detailed vertical industries sectors, etc.
  • Style & Fashion – Men’s/Women’s Clothing/Footwear/Accessories, etc.
  • Music – Extensive music genre list
  • Events – 24 new events types
  • Health & Fitness – Separated into Healthy Living and Medical Health
  • Sports – College sports, Extreme sports, Fantasy Sports, etc.
  • Automotive – Concept cars, Driverless Cars, Auto Recalls, Auto Technology, etc.
  • Video Gaming – Extensive game genre list
  • Technology & Computing – New tech trend categories such as AI and wearables
  • Television & Movies – Extensive movie and TV genre list
  • Travel – Asia-Pacific travel, Travel accessories, etc.

In addition to contextual understanding, ADmantX’s advanced classification can be used as a proxy signal for consumer interest. When used as the basis of audience profiles, advertisers can be confident in GDPR-compliant ad targeting.
Granular contextual targeting offers a valuable alternative to advertisers in the post-GDPR era, and thanks to our new taxonomy, combined with our existing optimised contextual segments, greater precision and flexibility is possible for successful ad targeting.