19 July 2021
Thanks to He Who Must Not Be Named, summer 2021 is shaping up to be everything we hoped summer 2020 would be! UEFA 2020 is in full swing and we can only hope the champions will be a smartclip country (specifically the one that starts with S and ends with pain 😬). We have no intention of stirring the pot so before you send us hate mail, let’s all just sit back and enjoy the rest of the championship with a nice bottle of agua (we’re not really the Coca Cola type).
Christiano Ronaldo is giving shade to Coca Cola on one side, and Google is pushing the death of (third-party) cookies on the other. That’s no problem, we’ve been developing alternative targeting methods to prepare for a sugar-free future (that’s been postponed to 2023).
Our latest rollout includes a cooperation with DoubleVerify and addresses contextual targeting, or smart Context, and brand safety. In this iteration, we focused on the integration and targeting capabilities. We will continue to develop these features on an integrated approach in the smartx UI.
The smartclip solution for contextual targeting, smart Context, uses the content on a webpage to display ads based on categories or keywords. In collaboration with DoubleVerify, smart Context ensures accurate content classification, brand suitability and targeting through the use of machine learning and artificial intelligence (AI) technologies that provide a clear understanding of content. Using the DoubleVerify taxonomy list, advertisers can build targeting segments based on over 430 IAB categories, and execute contextual targeting within their campaigns in smartx.
For now, contextual targeting can be applied using Custom Key Value targeting to include or exclude contextual segments. These segments can be combined with OR and AND to create custom targeting that is tailored to the advertiser’s needs. We will provide detailed documentation on how to set this up in smartx, so please reach out if you are a relevant user.
Alongside contextual targeting, we’ve implemented more brand safety measures to protect a brand’s online reputation by restricting it from associating with negative and inappropriate content. This solution allows us to exclude content that has been classified as unsafe or unsuitable for relevant campaigns and deals in smartx.
The underlying data structure for this is in a brand-safe taxonomy defined by DoubleVerify. With 89 brand-safe and suitability categories, the solution provides classification at the most granular level — even classifying content within mobile apps. For now, we can apply brand safety avoidance in the targeting section via Custom Key Values in smartx. Detailed documentation for this feature is also available upon request.
The DoubleVerify collaboration doesn’t stop here! Stay tuned to see what we’re developing in the back of the net.
Wow, enhanced targeting capabilities and heightened levels of brand protection? Looks like we are the real champions this summer 😎.
Yours in product updates and chugging litres of agua to achieve optimal health,
smartclip Product Marketing Team