Overview

Contextual targeting is the automated process of matching ad placements to relevant inventory without relying on user IDs or cookies. This helps media buyers 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.

How 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:

1. Content Targeting:

   • Navigate to Line Item > Targeting > Content tab to target the following:
     
     • Content Category: Select from the IAB content categories for the targeted page content.
     • Content Rating: Select the age-appropriate audience for the targeted page content.
     • Language: Select from a list of languages for the targeted page content.
       
       

2. 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
     • Peer39

For information on custom and predictive audiences available through the listed partners, refer to Data Partners.