Covatic has launched Contextual Event Traits, enhancing its platform for audience segmentation by allowing publishers to utilize first-party data for precise targeting based on consumed content. This feature enables the creation of audience groups, such as 'savers and investors,' from users who engage with specific topics. Key capabilities include semantic targeting, which uses natural language for audience definition, media property selection for targeted control across websites, and keyword-based segmentation for relevance. This enhancement aims to provide clients with more control and effective campaign management.
Contextual Event Traits introduces a powerful enhancement allowing publishers to segment audiences based on first-party data, targeting users who read specific content.
Semantic targeting with smart match enhances audience precision through natural language descriptions, automatically identifying matches for intuitive targeting.
This upgrade grants granular control over segmentation scope, targeting audiences across specific websites or managing campaigns across an entire media portfolio.
Dan Pike emphasizes that Contextual Events empowers clients with independence and efficiency, enabling smarter segment creation and improving campaign results.
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