"We really do want to bring back the soul of advertising."
"Sometimes we get obsessed with thinking about targeting tactics and media placements and forget about what we're trying to do,"
"What we're trying to understand is: how does content make someone feel, predict it and then strive for those types of characteristics like curiosity, happiness and other types of human emotions,"
"cuts through and captures the essence of who people are, and aligns their interests in a way that can be energized around their values and their morals and what's important to them, their ethics,"
Neuro-contextual advertising analyzes not only keywords but reader intent and emotion to match ads with how content makes people feel. The approach uses linguistic techniques to understand root meanings and predict emotional characteristics like curiosity and happiness. It distinguishes whether readers seek information, entertainment, or action and aims to influence purchasing decisions or perceptions by aligning messages with values, morals, and ethics. The emotional layer provides connective context that helps advertising resonate without relying on cookies or basic intent signals. The method prioritizes human emotion and purpose to improve ad relevance and effectiveness in a signal-light future.
Read at The Drum
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