Contextual Targeting: Verizon Media DSP leads the way

Contextual Targeting: Verizon Media DSP leads the way

At the end of September 2020, Integral Ad Science (IAS), the global leader in digital ad verification, announced that Verizon Media DSP offers both IAS’s contextual targeting and contextual avoidance capabilities across programmatic ad buys.

Verizon Media DSP made this function generally available this summer, making Verizon Media the first IAS DSP partner to offer both capabilities.

IAS’s Contextual targeting capabilities give advertisers access to a carefully curated and extensive list of 100+ contextual targeting segments that can be used to target towards suitable content and optimize programmatic campaigns on a pre-bid basis – this complements existing IAS brand safety and content avoidance controls.

Advertisers have only used technology to avoid content areas for brand-safety concerns, but the companies say Verizon is the first to give advertisers the opportunity to target content that aligns with their campaigns and is cohesive for consumers.

For example, a luxury hotel ad can now be targeted toward content about luxury items, self-care, travel rather than just saying they don’t want to appear adjacent to violent content. This is changing how advertisers are approaching their campaigns and how they approach brand suitability.

IAS is excited to partner with Verizon Media to unlock even better programmatic campaign outcomes for advertisers. IAS pre-bid contextual targeting segments are now available directly within the Verizon Media DSP. This means that marketers no longer have to choose between the scale of their campaigns and having the most suitable contextual adjacencies for their campaign messages. We now empower them to have both.

Lisa Utzschneider, CEO, IAS
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