{"id":297693,"date":"2022-05-17T07:17:00","date_gmt":"2022-05-17T07:17:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/"},"modified":"2023-07-11T10:33:20","modified_gmt":"2023-07-11T10:33:20","slug":"how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/","title":{"rendered":"How technology\u2019s move from retro to revolutionary is fueling contextual advertising"},"content":{"rendered":"\n

Integral Ad Science heads talk to e4m about the power of contextual advertising and how their tools can help advertisers and publishers make the most of it<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

While India is in a digitally nascent stage, advertisers are getting quite serious about where they are placing their ads, Integral Ad Science (IAS) Commercial Lead \u2013 India Saurabh Khattar told e4m in a recent interaction. Khattar, along with Laura Quigley, Senior Vice President \u2013 APAC, was speaking ahead of the release of \u2018The Power of Context consumer study \u2013 India Edition\u2019.<\/p>\n\n\n\n

\u201cIt will take us some time to reach that stage (where advertisers are making decisions about associating with particular publishers based on their content and agenda) but most of the advertisers have started realising that they can\u2019t just put their ads anywhere. While brand safety has been a basic hygiene factor for quite some time now, they are looking beyond that and checking on the relevance and viewability of the content before making any decisions,\u201d Khattar said.<\/p>\n\n\n\n

As per the Power of Context study, 92 per cent of consumers in India find it very important that advertising is relevant to the content being consumed and 75 per cent want to see ads that match the content they are viewing. 93 per cent of the consumers said their perception of an online ad is impacted by the surrounding content on the page.<\/p>\n\n\n\n

Khattar and Quigley further elaborated on how IAS was helping these marketers, advertisers, and publishers to work together in synergy to propel contextual advertising.<\/p>\n\n\n\n

\u201cIAS helps advertisers and agencies via digital verification and media quality analysis for their content based on different parameters. The first and foremost is brand safety, wherein we ensure that the advertiser content is not placed with a publisher content that could be detrimental to the former\u2019s image. For example, Nestle, who is our global client, wouldn\u2019t want its chocolates to be advertised in content that is talking about food poisoning. The second parameter is ad fraud, the third is viewability, and the fourth is geo analysis; all these ensure that the advertiser content is reaching the right audience in the right geographies and the one who is spending money knows exactly where their money is going,\u201d Khattar quipped.<\/p>\n\n\n\n

Quigley added that all these functions of viewability analysis, tracking of geotags, and curation of quality scores of publishers are managed by IAS proprietary tools. \u201cAll these tools have been built from scratch by us and give the marketers a very definite idea of factors like cost-per-click of each publisher, the quality of paths that an advertiser can use to publish their content (be it via Outbrain or native, or directly via publisher), so there is a lot of financial transparency and marketers can optimise their spends.\u201d<\/p>\n\n\n\n

The duo also talked about the advancement of technology further propelling the segment growth and could open up a new chapter in contextual advertising.

Quigley further said, \u201cWhat I like to call this transformation in technology is retro to revolutionary; this technology has been in place for decades now wherein advertisers get the quality score of pages etc. But now we can do a clear sentiment analysis of any piece of content just using technology that is reading content like a human mind. A lot of people do not realise how technology has really changed and can help advertisers make more optimised and targeted spends.\u201d<\/p>\n\n\n\n

Khattar noted, \u201cWe are also helping publishers in understanding how they can make better, fitted content to drive better advertising revenues and they are taking us pretty seriously. They are bringing a change in their publishing strategy as they realise they would otherwise lose out on the economy.\u201d<\/p>\n\n\n\n

But that doesn\u2019t mean that news would suffer. Quigley clarifies that there is always going to be a space for news publishers to bring honest facts, \u201cIf there is a terrorist attack, publishers would obviously cover that and we can\u2019t be taking that away. But most publishers are realising that there is a need and space for positive news that viewers and advertisers both are looking for. Plus, relevance is the keyword here. Maybe an FMCG player can find a relevant place in a piece of news but a Fintech player won\u2019t. That\u2019s where our tools can help both the publishers and advertisers to take an informed decision.\u201d <\/p>\n\n\n\n

However, they agree that this growing reliance on technology and optimisation might hamper the quality of content that advertisers generate.<\/p>\n\n\n\n

\u201cWhile ads have to be contextually relevant and should bring the maximum ROI for brands, creativity must not suffer because of technology and availability of data. We have taken a lot of time to reach from very obvious ad texts like \u201850% off\u2019 to more subtle advertising that emerges in the content and we should not be taking that away,\u201d Quigley quipped.<\/p>\n\n\n\n

Another thing that advertisers must seriously be considering is frequency capping, she added. \u201cSeeing a similar ad in all ad slots doesn\u2019t work, in my opinion. I always wonder why the advertiser wants to spend over and over again with no return on investment when there clearly are ways and tools to do the right frequency capping.\u201d<\/p>\n\n\n\n

<\/p>\n\n\n\n

This article was first published on exchange4media<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Integral Ad Science heads talk to e4m about the power of contextual advertising and how their tools can help advertisers and publishers make the most of it While India is in a digitally nascent stage, advertisers are getting quite serious…<\/p>\n","protected":false},"author":1,"featured_media":297665,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[214],"tags":[],"class_list":["post-297693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contextual-targeting-apac"],"acf":[],"yoast_head":"\nHow technology\u2019s move from retro to revolutionary is fueling contextual advertising - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How technology\u2019s move from retro to revolutionary is fueling contextual advertising\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science heads talk to e4m about the power of contextual advertising and how their tools can help advertisers and publishers make the most of it While India is in a digitally nascent stage, advertisers are getting quite serious...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-17T07:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-11T10:33:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/120264-contextualmain.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"395\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"How technology\u2019s move from retro to revolutionary is fueling contextual advertising\",\"datePublished\":\"2022-05-17T07:17:00+00:00\",\"dateModified\":\"2023-07-11T10:33:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\"},\"wordCount\":884,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/120264-contextualmain.webp\",\"articleSection\":[\"Contextual Targeting\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/how-technologys-move-from-retro-to-revolutionary-is-fueling-contextual-advertising\/\",\"name\":\"How technology\u2019s move from retro to revolutionary is fueling contextual advertising - 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