{"id":317591,"date":"2020-06-18T04:00:00","date_gmt":"2020-06-18T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/limportanza-del-contesto-al-programmatic-day\/"},"modified":"2023-09-28T10:53:07","modified_gmt":"2023-09-28T10:53:07","slug":"limportanza-del-contesto-al-programmatic-day","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/","title":{"rendered":"L\u2019importanza del contesto al Programmatic Day!"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><iframe title=\"Context Matters! - Programmatic Day 2020\" src=\"https:\/\/player.vimeo.com\/video\/430076778?h=8c2d47d0ff&amp;dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/p>\n<p>Il Programmatic Day \u00e8 l\u2019evento italiano dedicato al Programmatic Advertising.<br \/>\nSi \u00e8 svolto il 16 Giugno &#8211; per la prima volta in versione digitale (live streaming) &#8211; e ha come obiettivo quello di dare una panoramica completa del mercato programmatic, dall&#8217;analisi dello scenario alla definizione degli obiettivi perseguibili attraverso l&#8217;ad-tech, degli strumenti disponibili in Italia e della misurazione dei risultati. Tra gli approfondimenti, spazio ai temi pi\u00f9 caldi dell&#8217;universo ad-tech: dal futuro del targeting nell&#8217;era del post-cookie, alla media quality ecc.<br \/>\nIAS non poteva mancare con la sua esperienza e testimonianza a questo evento di primo piano, insieme ad un brand di rilievo nel settore energia come Enel.<br \/>\nInsieme hanno affrontato il tema dell\u2019importanza del contesto nella comunicazione online.<\/p>\n<h3>Il Contesto \u00e8 importante!<\/h3>\n<p>Questo \u00e8 il focus del nostro panel che ha evidenziato come la comunicazione online di un brand inserita in contesti appropriati e in contenuti di alta qualit\u00e0 pu\u00f2 impattare positivamente sulla percezione dei consumatori e sulla reputazione del brand per la costruzione di valore (brand building).<br \/>\nQuesto \u00e8 quanto \u00e8 emerso da uno studio \u2013 <a href=\"https:\/\/go.integralads.com\/it-ripple-effect-research.html\">The Ripple Effect<\/a> \u2013 pubblicato recentemente e nel quale IAS ha rilevato che la capacit\u00e0 di analisi di un contesto, i suoi contenuti e il sentiment, \u00e8 un driver importante per posizionamenti pubblicitari efficaci. Oggi questo \u00e8 possibile grazie a sofisticate tecnologie come quella cognitiva semantica in grado di ragionare come un essere umano.<\/p>\n<h3>Sentiment come elemento chiave<\/h3>\n<p>Il sentiment gioca un ruolo decisivo nell\u2019individuazione del giusto contesto. A parit\u00e0 di categorie analizzate, riuscire anche ad analizzare il sentiment di un contenuto permette di lavorare con maggiore precisione in un momento in cui precisione e capacit\u00e0 di analizzare il contesto emozionale sono cruciali per una corretta comunicazione del brand con il suo target. Grazie alla tecnologia semantica \u00e8 possibile analizzare le emotions di un contesto editoriale e garantire ai brand l\u2019associazione idonea alle proprie linee guida e alla propria brand identity, preservando i valori della marca.<br \/>\nAttraverso una strategia personalizzata di brand safety \u2013 brand suitability \u2013 non si evitano solo contesti negativi per proteggere il brand, ma si posizionano i propri messaggi pubblicitari in contesti appropriati, in linea con i valori del brand e con il suo target.<\/p>\n<p>Per saperne di pi\u00f9 scarica una delle seguenti guide: <a href=\"\/it\/insider\/brand-suitability-su-misura\/\">Guida sulla Brand Suitability<\/a> oppure scarica la Guida sulla Brand Safety e Suitability durante il Coronavirus qui sotto.<\/p>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS ed Enel hanno affrontato il tema dell\u2019importanza del contesto nella comunicazione online al Programmatic Day, evento italiano dedicato al Programmatic Adv.<\/p>\n","protected":false},"author":59,"featured_media":296527,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[517,523,504],"tags":[586,541],"class_list":["post-317591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-it","category-insights-it","category-programmatic-it","tag-context-it","tag-programmatic-day"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019importanza del contesto al Programmatic Day! - 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\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019importanza del contesto al Programmatic Day!\" \/>\n<meta property=\"og:description\" content=\"IAS ed Enel hanno affrontato il tema dell\u2019importanza del contesto nella comunicazione online al Programmatic Day, evento italiano dedicato al Programmatic Adv.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-18T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-28T10:53:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"L\u2019importanza del contesto al Programmatic Day!\",\"datePublished\":\"2020-06-18T04:00:00+00:00\",\"dateModified\":\"2023-09-28T10:53:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\"},\"wordCount\":401,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png\",\"keywords\":[\"context\",\"Programmatic Day\"],\"articleSection\":[\"Brand Safety &amp; Suitability\",\"Insights\",\"Open Web\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\",\"url\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\",\"name\":\"L\u2019importanza del contesto al Programmatic Day! - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png\",\"datePublished\":\"2020-06-18T04:00:00+00:00\",\"dateModified\":\"2023-09-28T10:53:07+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#breadcrumb\"},\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png\",\"width\":760,\"height\":760},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/it\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"L\u2019importanza del contesto al Programmatic Day!\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\",\"name\":\"IAS Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g\",\"caption\":\"IAS Team\"},\"url\":\"https:\/\/integralads.com\/it\/insider\/author\/ias-team\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"L\u2019importanza del contesto al Programmatic Day! - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/","og_locale":"it_IT","og_type":"article","og_title":"L\u2019importanza del contesto al Programmatic Day!","og_description":"IAS ed Enel hanno affrontato il tema dell\u2019importanza del contesto nella comunicazione online al Programmatic Day, evento italiano dedicato al Programmatic Adv.","og_url":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/","og_site_name":"Integral Ad Science","article_published_time":"2020-06-18T04:00:00+00:00","article_modified_time":"2023-09-28T10:53:07+00:00","og_image":[{"width":760,"height":760,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png","type":"image\/png"}],"author":"IAS Team","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS Team","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/"},"author":{"name":"IAS Team","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755"},"headline":"L\u2019importanza del contesto al Programmatic Day!","datePublished":"2020-06-18T04:00:00+00:00","dateModified":"2023-09-28T10:53:07+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/"},"wordCount":401,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png","keywords":["context","Programmatic Day"],"articleSection":["Brand Safety &amp; Suitability","Insights","Open Web"],"inLanguage":"it-IT"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/","url":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/","name":"L\u2019importanza del contesto al Programmatic Day! - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png","datePublished":"2020-06-18T04:00:00+00:00","dateModified":"2023-09-28T10:53:07+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#breadcrumb"},"inLanguage":"it-IT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/"]}]},{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Programmatic-Day-IT-of-Insider-Tile-760-x-760.png","width":760,"height":760},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/it\/insider\/limportanza-del-contesto-al-programmatic-day\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/it\/"},{"@type":"ListItem","position":2,"name":"L\u2019importanza del contesto al Programmatic Day!"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"it-IT"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755","name":"IAS Team","image":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g","caption":"IAS Team"},"url":"https:\/\/integralads.com\/it\/insider\/author\/ias-team\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/posts\/317591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/comments?post=317591"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/posts\/317591\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/media\/296527"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/media?parent=317591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/categories?post=317591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/tags?post=317591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}