Unlock the Power of Context-Based Ad Targeting

Measure media effectiveness with DISQO’s brand experience (BX) platform

In advertising’s ever-evolving landscape, the quest for accuracy in measuring ad effectiveness has become increasingly intricate. Advertisers must ensure that their messages resonate with the right audience – at the right time, but this is getting harder and harder to do when online identifiers like third-party cookies and mobile IDs are going away. 

The euphemism, “everything old is new again” is true. Lacking viable information about the actual person at the other end of an ad call in digital advertising, media platforms and brands are now turning back to context-based targeting. This is a strategy that leverages the surrounding content to deliver ads tailored to a person’s perceived interests based on what they’re viewing. 

Understanding context-based ad targeting

Before we can discuss measurement, it's essential to grasp the fundamentals of context-based targeting. This involves serving ads based on the content that users are currently viewing, rather than relying on demographic or behavioral data which are increasingly scarce. 

For instance, a sports brand might target ads for athletic gear to users reading articles about fitness or sporting events. Historically, TV commercials were strategically placed during programs or time slots that attracted the desired demographic. For example, ads for household products might be shown during daytime programming targeted at homemakers. 

Today, advertisers can use machine learning algorithms to analyze web page or app content to deliver contextually relevant ads. For instance, a travel agency might target ads promoting vacation packages to users reading articles about travel destinations. By aligning ads with the surrounding content, advertisers aim to capture users' attention when they are most receptive, thereby enhancing engagement and conversion rates. 

How can I know if my context-targeted ads are working? 

Measuring the impact of contextually targeted ads poses unique challenges. One major hurdle is the dynamic nature of content. Unlike demographic or behavioral data, which remain relatively stable over time, contextual signals can vary significantly from one moment to the next. Consequently, traditional metrics like click-through rates (CTR) or conversion rates may not provide a comprehensive understanding of ad performance in this context.

Attributing conversions solely to the last-click or last-viewed ad fails to capture the full impact of context-based targeting. Users may interact with multiple ads across different channels before making a purchase decision, making it challenging to determine which ad influenced the final outcome. Without robust measurement tools that account for these nuances, advertisers risk misinterpreting the effectiveness of their campaigns and allocating resources inefficiently.

Fortunately, with DISQO’s identity-based brand experience (BX) platform, you can be empowered with a comprehensive measurement solution that covers the entire consumer journey, not just the last interaction. 

A game changer: DISQO's identity-based platform!

DISQO is the market-leading provider of identity-based measurement. With 2.3M people opted in to share their experiences with brands and advertising, DISQO harnesses first-party relationships and data to deterministically measure the effects of ad exposure on attitudes and behaviors. Using the identities of people in our audience and measured ad exposure, DISQO accurately attributes conversions to the most impactful consumer journey touch points across all media and channels. 

Because every consumer in DISQO’s measurement audience is opted-in and proactively sharing data, we are uniquely able to provide a holistic view of ad campaign performance. We collect 5M+ survey responses monthly to understand how consumers feel about brands. And, we also capture 10B+ digital interactions to understand how advertising impacts consumer behavior.

Importantly, DISQO's platform prioritizes consumer choice, ensuring compliance with regulations such as GDPR and CCPA. Our transparent, privacy-mindful approach to data collection and processing instills trust among consumers so that our advertisers can get richer measurement insights than they ever dreamed possible. 

Unlocking the full potential of context-based targeting

With DISQO's BX platform, advertisers can unlock the full potential of context-based targeting and still accurately measure ad effectiveness. By combining contextual signals with robust identity-based measurement tools, advertisers gain deeper insights into consumer behavior and preferences, allowing them to optimize campaigns in real-time for maximum impact.

Our client base includes major brand advertisers, the world’s most prominent media buying agencies, and some of the most prestigious media platforms in the world. DISQO is uniquely positioned to facilitate collaboration between advertisers and media publishers as they integrate contextual targeting strategies into content creation and distribution. 

No doubt about it… context-based targeting represents a paradigm shift in digital advertising. The industry is giving up its addiction to third-party cookies and “surveillance marketing.” A tremendous amount of work lies ahead to get context-based targeting right, but campaign effectiveness measurement does not need to be among the hurdles. With DISQO's identity-based platform, advertisers can navigate this complex new landscape with confidence, delivering interest-based experiences that resonate while reliably measuring their results. 

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