Epsilon Collaborates with Comscore to Enhance Contextual Advertising

Article Brief:

Martech company Epsilon will use Comscore’s Proximic contextual targeting tools to create performance-based, personalized digital media campaigns, the companies announced.

Epsilon's ad-tech platform will utilize Proximic's natural language processing and artificial intelligence-powered contextual categorization to gather insights from various data points on content platforms like connected TV (CTV), audio, desktop, and mobile for programmatic campaigns.

To ensure brand safety, Proximic's content touchpoints will prioritize brand sustainability, inventory quality, and categorizations endorsed by the Interactive Advertising Bureau and Global Alliance for Responsible Media.

Embracing Contextual Advertising

With the impending cookieless future in the advertising world, contextual advertising is being seen as a promising alternative. The advancement of AI marketing tools has made it easier to swiftly scan numerous websites. This progress could lead to a more efficient way of placing ads that are contextually relevant to the content on websites. The recent collaboration between Epsilon and Comscore highlights the increasing reliance of marketers on AI to tackle signal loss effectively.

Kathryn Roganti, senior vice president of commercial at Proximic by Comscore, emphasized the growing importance of rich contextual data in the evolving advertising landscape. Marketers are increasingly looking to leverage contextual data to maximize the value of available inventory in biddable environments.

Interest in contextual advertising has been on the rise as advertisers seek ways to connect with consumers without relying on traditional tracking methods. While not as personalized as cookie-based advertising, contextual advertising focuses on capturing consumer interest in topics, services, or products featured on the visited site. According to recent Proximic research, 78% of marketers are planning to either maintain or increase their use of contextual data this year.

Proximic offers a way to enhance programmatic campaigns by gathering insights from various types of media such as audio, CTV, desktop, and mobile web. While other platforms are also exploring contextual solutions, Disney recently introduced a new product called Magic Words. This product analyzes scenes and visuals from its content library to connect emotions and moods with advertising messages.

Editor's P/S:

The convergence of Epsilon and Comscore underscores the growing significance of contextual advertising in the face of the impending cookieless future. With AI-driven tools like Proximic's, marketers can glean meaningful insights from content on various platforms, ensuring ad placements are highly relevant and brand-safe. This move aligns with the industry's shift towards contextual solutions as a viable alternative to traditional tracking methods.

As advertisers grapple with the loss of cookies, they are increasingly recognizing the value of contextual data. Proximic's research reveals that the majority of marketers intend to maintain or increase their use of such data. By capitalizing on the rich insights provided by contextual targeting, advertisers can effectively capture consumer attention and engage them with highly relevant messaging. This trend is further reinforced by the introduction of innovative solutions like Disney's Magic Words, which leverages emotional analysis to connect advertising messages with content-driven moods and emotions.