Automating the use of contextual metadata can help enhance the performance of contextual targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2020, 9:05 AM UTC

Strategically leveraging automation and AI can help create effective content for both readers and advertisers.

This piece argues publishers should reconsider the power of context and redefine their content classification process, to make it more organised and actionable for media buyers. Proper context can help buyers to target audiences while understanding the sentiment conveyed in a content.  

Manual coding can become complex with new media formats, leading to the possibility of human bias. But, leveraging AI and machine learning can help produce valuable and insightful audience datasets. It can better equip publishers to maintain consistency and standardise coding.

Advertisers can use common taxonomy that is used by third-party data platforms to find common grounds with their competitors. Advertisers can also partner with tech companies, which have pre-built AI solutions, instead of building in-house tech systems to save time.

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[4 minute read]