As we’ve always said: If content is king, context is queen. You can’t have one without the other!
Context is undoubtedly important for getting your ads noticed, but it’s also an important brand safety tool. It’s not just about ensuring your content is placed in the right environments but also keeping it away from unsavory content that could negatively impact your brand image.
As Amazon points out, the challenge of contextual targeting is achieving it in real time. The sheer amount of content out there can be difficult to grasp, and as mentioned, simply blocking certain URLs and keywords can actually make you miss out on opportunities to reach new audiences.
The solution is contextual intelligence. Essentially, this combines contextual targeting as you know it with the core ideas of brand suitability. It’s all about finding sites that are not only safe overall, but also relevant to your target audience and potential consumers. You can filter out sites with content that doesn’t meet your brand safety guidelines and find new opportunities you may have previously overlooked.
Contextual intelligence empowers marketers to take what they know about their audiences and utilize it to safeguard their brand. By not just looking at websites and keywords, but rather the bigger picture of a site’s audience and additional factors like site sections, vertical-specific content, etc. you can ensure your ads are relevant and complement the user experience.