Contextual targeting is currently on everyone’s mind: it is based on the context of the website, does not require personal data or IDs in any form and is thus an important component of any post-cookie strategy. Contextual targeting has evolved significantly through the use of new technologies such as NLP techniques and allows much more granularity and flexibility than traditional context posting. Due to the limited availability of 3rd party cookies in the future and under the „privacy first“ aspect, contextual targeting will continue to gain relevance in media planning and addressing of target groups.
Already in 2020, OS Data Solutions has developed a Contextual Classifier and rolled it out via the sell-side on the entire STRÖER portfolio and successfully tested the Contextual Targeting segments. The Contextual Classifier crawls and analyzes the entire page content of all URLs in real time. In the process, the semantic context of the page content is calculated. The algorithm then classifies all pages on the STRÖER portfolio in real time into both IAB standard categories and specific, keyword-based segments within a few minutes. Now the first integration has also taken place on the buy-side.
Correspondingly classified URL sets are currently available as contextual targeting segments for use in the Virtual Minds DSP Active Agent – further connections are already being implemented. OS Data Solutions now offers advertisers and agencies a scalable solution for context-related targeting – browser-independent and without user-related data.