#contextual-advertising

#contextual-advertising

Keywords were once the best we had. Now, keyword-based targeting is fundamentally inaccurate - and it's time we admit it. In English-speaking markets, its flaws are easy to miss. Take it globally across multilingual Europe, Africa, Asia or the Middle East, and it breaks almost instantly. A phrase that feels empowering in English might sound sarcastic in Indonesian, for example. Humor doesn't always translate, and nuance disappears.

Today's actions are a difficult but necessary step as we continue to evolve our business and prioritize investments that will help us continue to thrive in today's media environment,

Leveraging neuroscience principles, this pre-campaign solution offers creative intelligence and optimisation. Smarter creatives for a more human era of advertising Designed to improve ad performance through in-depth creative analysis and actionable insights, brands and agencies can now benefit from enhanced display and video contextual creatives that resonate more effectively with their audiences on the open web and CTV. Early activations have shown strong performance uplifts across the funnel.

One AI agent manages automated campaign setup, turning a brand's brief into a contextual media plan ready to activate across platforms like YouTube, CTV, TikTok, Meta, and programmatic channels. A second agent ensures ads are delivered in brand-safe and contextually relevant environments. A third agent actively optimises campaigns in real time, adjusting targeting and placements to improve metrics such as engagement, viewability, and conversions. A fourth continuously analyses performance data to generate deeper insights and actionable recommendations.

Buyers can now seamlessly tap into Mantis' contextual insights through curated deals, benefiting from unmatched brand safety and performance with enhanced reach or scale.

Contextual ad targeting represents an enormous opportunity, estimated at $250 billion to $350 billion. This approach emphasizes emotion and attention over traditional targeting methods.

The rise of privacy and data regulations, particularly with the GDPR and CCPA, mandates marketers to ensure compliance to avoid fines and damage to reputation.

In the 'mindset era', marketers must learn to decipher the consumer mindset in real time, moving away from outdated identity-based ads that don't resonate.

Under Brian's leadership, North America achieved 120% year-on-year revenue growth in 2024, with an 88% surge in the US during the first quarter.

To effectively reach Hispanic audiences, brands need to re-evaluate their marketing approaches and improve verification tools that currently misclassify culturally nuanced content.