As
ad industry is dynamic, any technology gets old soon with disruptive
changes it begins to gain grounds in the market. The same is with
contextual targeting that has been enhancing the industry being a
smart solution. Here an advanced page level approach to content
classification is utilized. It does not follow the previous
classifications of categories or channels. The process leverage a
precise and comprehensive understanding of page text content to place
the on-page video ad. Thus, it is natural for audience to engage with
such video content as they come out as relevant for audience. Such
ads increase the probability of customers to interact with the brand.
The
underlining technology used in contextual targeting is real-time
statistical-machine-learning-technology. This offers an accurate
understanding of reader’s interest. Contextual videos are placed in
a particular webpage with user profile, that has better probability
of interaction with the ad. The user profiles are built based on
their online interest. Thus, contextual videos can get the most of
video ads.
The
primary way of using contextual video is to replace keywords. Until
now, keywords were the prime method to understand a piece of content
in the online platform. However, they have a critical limitation,
which makes them not adequate to understand the actual context of the
content. For example, there might be keywords like “technology”
in an article, but the context in which the content is written may be
Real Estate, while, there may be very little number of times the
words appear in the article.
To
eradicate this issue, the keywords are replaced with semantic
technology. This helps to understand the actual meaning of the
content by following the test word to word in sentences. It is
similar to reading or listening. There are some breakthroughs in the
industry that has taken this technology into next level. Some
industry players are also coming up with Natural Language Processing
and cognitive technology. Neural networks and artificial intelligence
are also being leveraged in this field.
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