By Keith Arrowsmith , Global Marketing Director at Onetag
As a privacy-friendly, brand-safe and cookieless solution, contextual advertising is now widely recognised as a game-changer for the effective serving of ads to engaged consumers, meeting them in the critical moments of their customer journey.
Semantic data takes the contextual approach further, moving beyond keywords to use machine learning to understand the deeper sentiment of content and match ads accordingly. For the publisher, it can be the key to achieving the full potential of their inventory.
The benefits of using semantic data are clear and significant.
It gives publishers access to new monetization opportunities by increasing the scale of contextual content buys and and unlocks the value of hidden inventory. This helps publisher inventory work harder and deliver more value.
Specifically, it helps to improve user experience by aligning ads with the content’s context and meaning: when ads feel like a natural part of the content rather than a distraction, engagement will be far higher, leading to higher CTRs. In turn, the increased value of these placements significantly drives up CPMs for the publisher.
Semantic advertising is also future-proofed, as it is completely cookieless, privacy-compliant and works across all demand partners, formats, and devices. It is perfectly positioned for the new programmatic world.
What to look for in a semantic data platform partner
To fully leverage semantic data, publishers should connect to curation and global exchange infrastructures that provide simple integration at no additional cost. Publishers can ensure that their content is correctly classified and aligned with the most relevant advertising opportunities by collaborating with a semantic solution that employs machine learning algorithms.
This approach enables publishers to maximize the value of their inventory, reach both broad and niche audiences, and improve campaign performance. Continuous monitoring and optimization based on the insights provided by the algorithms can help to improve engagement and CPMs over time.
Semantic data: why you should partner with Onetag
Onetag semantic data is built on advanced machine learning powering a proprietary knowledge graph that understands the deep meaning of page content for our premium publishers. This technology analyzes and interprets each web page, and the inter-relationship of content, to deliver the most granular and accurate content recommendations.
Onetag semantic data is part of our Smart Curation suite of advanced programmatic advertising technology solutions, working alongside our powerful algorithms that curate the bidstream and provide advanced traffic shaping of publisher inventory at the placement level.
This combined use of smart placement-level AI and semantic data targeting results in both higher CPMs and, ultimately, elevated ROI for publisher ad placements.
When display and video campaigns are optimized through the application of semantic topics data, the boost to ad campaign performance speaks for itself:
- CTR increases up to 5x with some brands
- +109% CTR and +86% conversions increase for one global sports brand after using gaming semantic data to promote their Esports tournament campaign
Incorporating advanced semantic data in your suite of targeting solutions is now being acknowledged as the way forward. With Onetag’s Smart Curation platform and global exchange infrastructure, we enable semantic data targeting for publisher inventory on an almost immediate basis and at no cost. We’re looking forward to accelerating the successful use of contextual data for buyers and publishers in turn as we continue heading towards our cookieless future.
Original published on: LinkedIn
