#audience-targeting

#audience-targeting

On Wednesday, Cognitiv released the latest version of ContextGPT, which allows brands to provide more detailed and specific targeting parameters in order to optimize ad performance, Aaron Andalman, co-founder and chief science officer of Cognitiv, told AdExchanger. Brand suitability used to rely solely on keywords, said Andalman, but Cognitiv's technology understands content situationally based on how words are being used.

Audience planning has long relied on segmentation. It's how we bring structure to the chaos - turning abstract brand personas into something targetable and measurable. But the way we define audiences hasn't kept pace with the way people actually behave. Today's media environment is fragmented, fast-moving, and deeply personal. People don't consume content in neat, linear ways. They're scrolling, streaming, skipping, switching. And yet, much of our audience strategy is still based on static, retrospective data: a collection of pre-built segments, often designed for another time, place, or platform.

Curation has become a vital aspect of digital advertising strategies, significantly performing well for both buy-side and sell-side segments.

Omnichannel planning and activation benefit from fragmentation by maximizing advertising budget through reaching audiences across diverse screens, platforms, and media channels.

A paid media mix encompasses various paid marketing forms used to reach targeted audiences effectively while allowing full control over targeting, timing, and budgeting.

The advertising industry continues to buy connected TV the wrong way, transferring one-to-one programmatic logic from display and online video into a household screen.

Covatic is enhancing its platform significantly by introducing full support for IAB Content Audiences, enabling publishers and advertisers to engage audiences with contextual targeting.

If your marketing campaigns are stuck, it could be due to missing the right audience, compelling creative, or an irresistible offer.

With Zenapse's new technology integrated into LG TVs, advertisers will target ads based on the viewer's emotions, beliefs, and sentiments for more relevant engagement.

Advertisers on Vevo can already tap into our existing toolbox to maximise their campaign effectiveness...but now, we are further enhancing our capabilities within audience attributes and affinities.