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How a Smarter Contextual Solution Can Solve Your Cookie Woes

by Lee Unger, June 04, 2021

Unless you’ve been hiding under a rock and avoiding the quickly approaching deprecation of the third-party cookie, you should be taking proactive steps toward discovering alternative solutions to the cookieless future. Among a slew of technologies and alternative tactics, one is gaining significant traction: contextual targeting. 

Amobee is proud to provide the industry with one of the most advanced solutions, Smart Contextual, a suite of cookieless targeting solutions that provide you with a reliable alternative to ID-based targets. Amobee has been working to perfect our contextual solution over the last seven years with patented technology. The solution focuses on reliable performance, speed of campaign creation, and it can create highly customizable targets for a true alternative to cookie-based targeting.

What is Amobee Smart Contextual?

Smart Contextual leverages web panel data, natural language processing (NLP) technology, and data analytics to generate unique insights about brands and the categories they operate within. The outcome is smarter contextual targeting based on capturing and analyzing keywords uncovered from a mixture of panel data, social behaviors, mobile, video, search, and TV consumption. These insights are then translated into targeting tactics that give you the same—if not greater—advertising outcomes as third-party cookies. 

What makes this solution so unique?

Finding the right type of content to target can be challenging, since looking at an audience through a content-only lens can be perceived as one-dimensional. With the combination of Amobee’s proprietary research and insights platform, Brand Intelligence (BI), we’re able to discern niche and unexpected interests that audiences might have and target them. BI ingests more than 3.4 billion content engagements per day and enables us to more broadly and holistically identify audiences by their interest in a specific context and then make strategic targeting decisions based on that data. 

Use case example: A major retailer audience was found to be interested in the non-endemic food category. When we analyzed the audience, we found they were skewing toward recipe content in a significant way. We overlaid Smart Contextual food targets on the campaign and they became top performers for a highly successful direct response campaign.

Why is this solution different from other contextual offerings?

Amobee Smart Contextual is designed for both performance and branding campaigns and it can deliver 35% more efficient outcomes than third-party data targeting. Smart Contextual allows you to add up to 1,000 keyword phrases for each contextual target. Additionally, it can move beyond simple keywords, categories, and inclusion lists by making targets dynamic. Dynamic targets update daily and make sure to keep your target aligned with the most relevant content in real-time. Those targets are never stagnant and they take into account the initial interests you defined and actively add new keywords as they surface around those interests.

How can it help me target super-specific audiences?

With some solutions, Boolean logic can be used to define extremely niche audience interests. Semantic and Natural Processing Language (NLP) algorithms can create unique targets that are geared toward different KPIs and can uncover interests and sentiments that are far outside of what is generally known about a given audience so you’re not just competing for the same pool of audience keywords. 

Use case example: A consumer who is in-market to buy a car is typically searching for car brand terms. But a smarter contextual solution can further tailor and expand that context to include additional content they might be engaging with, such as credit applications, insurance policies, summer road trip ideas, pet-protective seat coverings, and more.

First steps to getting started with Smart Contextual

  1. Create targets using your own first-party data to reach your audience and extend targeting to incremental users. 
  2. Define audience interests as seed terms in BI using Boolean logic. Interests can be broad or extremely unique and niche.
  3. Analyze adjacent content and dig into consumption volume, sentiment and audience considerations.
  4. Identify demographics, website visitations, viewership habits and consumed phrases and search terms. 
  5. Uncover non-endemic interests and look at your audience holistically across their entire journey.
  6. Set up recurring office hours with an Amobee BI Analyst.

Ditch the cookies and get back on track for the future

With cookies deprecating in a very short time, now is the time to test out alternative solutions and ensure the health and strength of your marketing goals and campaigns. We make contextual manageable and easy to understand, and we make it easy for traders to get onboarded quickly. For more information on getting started with Amobee Smart Contextual, contact us at solutions@amobee.com.

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