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Integral Ad Science (IAS), the global leader in digital ad verification, today announced that The Globe and Mail, Canada’s trusted source of news, will now offer IAS’s leading contextual targeting solution, Context Control. This contextual technology is offered incrementally with existing IAS brand safety controls, providing curated contextual targeting and smart inventory packaging at scale.
Marketers can now control their ad adjacencies with a wide array of contextual signals, including the sentiment and the emotional classification of content on a specific page. This enables advertisers to find the most relevant content adjacencies for campaigns within brand-safe and suitable environments. The powerful tool also delivers a precise semantic understanding of page-level context – this enables advertisers to navigate common homonym scenarios that keywords cannot (such as the difference between “gun shot” versus “golf shot” content).
Additionally, this cutting-edge technology allows publishers to more strategically categorize and monetize their content, leaving them better equipped to appropriately monetize news content versus competitive safety and suitability solutions.
“IAS’s Context Control is a gamechanger for the entire industry. Now advertisers can better navigate contextual adjacencies while publishers can more intelligently package and monetize their inventory,” said Lisa Utzschneider, CEO, IAS. “We are excited …
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