Dentsu, one of the world's largest advertising agencies, is bringing keyword buying to connected TV (CTV) to improve brand safety and targeting. This new offering, called Contextual Intelligence for CTV, uses AI to match ads with relevant videos on a granular level, without relying on cookies or personal identifiers.
This is a significant development, as CTV is becoming increasingly popular among consumers and advertisers alike. However, CTV advertising has also been plagued by concerns about brand safety, as ads can be placed alongside inappropriate or offensive content.
Dentsu's Contextual Intelligence for CTV addresses these concerns by using AI to match ads with relevant videos on a granular level. This means that advertisers can be more confident that their ads will be seen by the right audience, without having to worry about their brands being associated with inappropriate content.
Dentsu's new offering is also likely to be appealing to advertisers who are looking for more targeted ways to reach their audiences on CTV. Contextual targeting allows advertisers to reach people who are actually interested in the products or services that they offer, rather than simply targeting people who are watching a particular genre of programming.
Overall, Dentsu's Contextual Intelligence for CTV is a welcome development for the CTV advertising market. It offers advertisers a more effective and efficient way to reach their target audiences, while also improving brand safety.
Here are some of the key benefits of Dentsu's Contextual Intelligence for CTV:
- Improved brand safety: By matching ads with relevant videos on a granular level, Dentsu's Contextual Intelligence for CTV helps advertisers avoid their ads being seen alongside inappropriate or offensive content.
- More effective targeting: Contextual targeting allows advertisers to reach people who are actually interested in the products or services that they offer, rather than simply targeting people who are watching a particular genre of programming.
- Increased efficiency: Dentsu's Contextual Intelligence for CTV automates the process of matching ads with relevant videos, which can save advertisers time and money.
Dentsu's Contextual Intelligence for CTV is still in its early stages of development, but it has the potential to revolutionize the way that CTV advertising is done. By offering advertisers a more effective, efficient, and brand-safe way to reach their target audiences, Dentsu's new offering is likely to play a major role in the future of CTV advertising.
