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Overview
Contextual targeting is the automated process of matching ad placements to relevant target inventory without relying on user IDs or cookies. This helps media buyers easily identify valuable impressions and reach the right viewers in a privacy-forward manner across a fragmented ecosystem. Contextual targeting also provides brand safety and brand suitability by automatically excluding sensitive content or topics.
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How
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to Leverage Contextual Targeting
Partnerships with valuable data partners enable a contextual targeting solution that enhances the flexibility, scalability, and effectiveness of programmatic buying. Details on accessing contextual targeting opportunities within the platform are provided below.
Line Item Targeting
Below are the ways to target specific contextual audiences on a line item:
Content Targeting:
- Navigate to Line Item > Targeting > Content tab to target the following:
- Content Category: Select
- Navigate to Line Item > Targeting > Content tab to target the following:
Beeswax’s partnership with key industry partners for contextual targeting makes programmatic buying a more flexible, scalable, and effective experience.
Targeting: Beeswax customers can directly target the following categories available in Beeswax’s Targeting module at no additional cost. The values are defined by each exchange independently.
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- from the IAB content categories for the targeted page content.
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- Content Rating
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- : Select the age-appropriate audience for the targeted page content.
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- Language
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- : Select from
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- a list of languages for the targeted page content.
- a list of languages for the targeted page content.
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Pre-Bid Segment Targeting:
- Navigate to Line Item > Targeting > Segments tab to target custom or predictive audience segments with the following data partners:
- Comscore
- DoubleVerify
- Integral Ad Science
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- Peer39
For information on custom and predictive audiences available through the listed partners, refer to Data PartnersCustom 1st Party: Beeswax customers can implement custom 1st & 3rd party contextual segments by utilizing a custom data augmenter. Customers can key on any field available in our OpenRTB proto to apply their own segments.