Contextual Targeting

Contextual targeting on Connected TV (CTV) is an advertising strategy that places ads in streaming content that aligns with the ad’s message.

Wurl’s approach to this technique uses innovative GenAI to analyze the content in real-time and ensure ads are shown in the most relevant and suitable context.

Understanding the content immediately before the ad break and placing the ad in a congruent context increases viewer engagement and the effectiveness of the ad.

What is the difference between contextual targeting and behavioral targeting on CTV?

Contextual Targeting on CTV

• Focus: Relies on the content of the streaming video to determine ad placement.
• Method: For Wurl’s BrandDiscovery, GenAI analyzes dialog, sounds, and visuals in real-time to match ads with relevant content segments.
• Privacy: Does not track individual user behavior, making it privacy-friendly.
• Example: Placing an ad for a quick service restaurant (QSR)  in a context that evokes hunger and cravings.

Behavioral Targeting on CTV

• Focus: Based on the viewer’s past behavior and interactions across various devices and platforms.
• Method: Uses data from browsing history, app usage, and other personal data to tailor ads to individual interests.
• Privacy: Involves tracking user activity, raising more privacy concerns.
• Example: Showing an ad for sports equipment to someone who has previously searched for or watched fitness videos.

What is contextual advertising on CTV?

Contextual advertising on Connected TV (CTV) involves placing ads within streaming content that matches the ad’s message and tone. In order for contextual advertising to work when buying programmatically on CTV, you need:

• Content Analysis: GenAI classifies content by emotions, genre, and brand safety in real-time, ensuring precise ad placement.
• Metadata based contextual: Leverages detailed metadata such as network, channel, and specific program information, enabling advertisers to target their campaigns more precisely, but does not contain scene-level data.
• Emotional Alignment: Ensures that the emotional context of the content and the ad are in harmony, enhancing viewer engagement and minimizing disruption.
• Brand Safety: Matches ads with content that aligns with brand safety guidelines, avoiding potentially harmful or inappropriate content.

What is a contextual ad network on CTV?

A contextual ad network on CTV is a platform that connects advertisers with CTV publishers, facilitating the placement of ads based on the content of the streaming video. You can work with Wurl to buy inventory on networks that support contextual advertising either through a direct insertion order or via deals with our partner SSPs/DSPs.

Contextual ad networks on CTV play a crucial role in ensuring that ads are seen and in the right context, increasing the likelihood of positive engagement and conversion.