USE CASE: ADVERTISING

CONTEXTUAL TARGETING

Contextual Targeting

Publishers and Users recognize that a lot of today’s’ delivered ads frequently don’t match with the website content. They often see irrelevant advertising. The advertiser, on the other hand, is disappointed about low campaign performance and less interaction with their advert, their brands and products.

Facts

  • Advertisers waste marketing money on irrelevant environments and maybe harm their brands.
  • Advertisers want to know where their advertisement was shown.
  • Publishers may risk their relationship with a brand or media agency by not providing cutting edge targeting methods.
  • Publishers are able to increase the monetization of their content by securing the best matching for the campaign goals and safe environments for their advertising clients.
  • The consumer or user is – usually – annoyed seeing an irrelevant or disturbing advertisement which is not related to the website’s content. As an example: “Why is there a food & beverage advertising for a chocolate pudding if I read an article about an adventure trip? As a sportsman I hate chocolate pudding… “, so said and he activated the ad-blocker.

Use Case realized with:

Product: hyScore|analyze

hyScore analyse data in usage: 

  • IAB Categories v2 per URI
  • Weighted Keywords & Entities per URI
  • Optional: Sentiment information on Website/URI level 

Prerequisite: First or Third-party Advertising Technology (Ad-Tech, AdServer), DMP, DSP, SSP

Showing adverts in the context of the content/website.

Demand-side: media agencies and brands 

By using hyScore|analyze Advertisers are able to increase their campaign success and boost the engagement with the brand or product. How and why? Studies are showing that Contextual advertising works much better than random shown ads that are not connected to the content of the article/website. Use the weighted and scored keywords and e.g. the Internet Advertising Bureau (IAB) categories in combination with your advertising technology to drive your campaign performance and achieve more engagement for your brand or direct sales.

Supply-side: publisher and networks 

By using hyScore|analyze Publishers are able to increase your campaign success and boost the engagement with your brand. How and why? Studies are showing that Contextual advertising works much better than random shown ads that are not connected to the content of the article/website. Use the weighted and scored keywords and categories in combination with your advertising technology to drive your campaign performance and achieve more engagement for your brand or direct sales.

 

Already used by…

    Demand-side: media agencies and brands 

    • hyScore|analyze is being used to analyze websites “on-the-fly” to inject the extracted keywords and (IAB) categories as targeting information in a DSP/DMP for the programmatic ad requests.
    • Furthermore, hyScore|analyze is being used by agencies and brands to monitor and check if a campaign was delivered in the expected environments booked by the client (post analysis).
    • Agencies and brands use hyScores’ technology to secure that their campaign will be shown in the right and most valuable environment (real-time).

    Supply-side: publisher and networks 

    • Publishers use hyScore|analyze to classify and categorize their (historical) and newly produced content to be able to embed advertising campaigns directly in the context of the content to cause higher engagements (e.g. click-through ratio, CTR)
    • Publishers increase monetization by achieving higher CPMs (cost-per-mille) due to more sophisticating targeting methods and higher campaign performance.
    • Publishers are creating new and more meaningful channel ad rotations (run-of-channel campaigns, ROC).

    Ad-Technology provider

    • Ad-Tech supplier use hyScore|analyze to enrich their ad-technology stack with additional functionality. Due to the URL analysis in real-time, they can consider contextual insights directly in the supply chain to make better decisions on ad delivery.
    • hyScore is used to save time in terms of time-to-market and gain faster a proof-of-concept. Ad-Tech companies don’t have to hire a special team for Natural Language Processing (NLP) and Machine Learning (ML) by using our hyScore|custom services.
    • hyScore|analyze is easy and fast to integrate for any kind of software developer. It is usable for several use-cases and integrated within less than 15 minutes.

     

    Try our simple demo!

    • Advertising (Use case demo) – only the two highest (by weight) ranked keywords are being used for a matching. No categories.
      Get a contextual advertising based on the extracted keywords of a single URL (Demo: Google AdSense)

    1.000 API Calls per month for free!

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