Why You Should be using Contextual Targeting

Contextual targeting has exploded in popularity in the podcast advertising space for its ability to provide ads that are relevant to a listener’s interests without using any demographic or personal data. If you’re not yet utilizing contextual technology to sell your inventory, you may be missing out on high-value advertising opportunities! 

What is Contextual Targeting? 

Contextual targeting is the placement of ads based on the content of a podcast episode. This means that a sports podcast episode may feature an ad for a sports betting service, while a fashion podcast episode may feature an ad for a clothing brand.  

Why should you use Contextual Targeting? 

1. Improve your listener’s experience. Deliver ads that seamlessly integrate with the conversation and feature products that genuinely appeal to your audience. 
2. Sell more inventory. Expand your advertiser appeal by detecting contextual themes that traditional genre categorization misses. 
3. Increase advertiser satisfaction and justify premium pricing of your inventory. Connect buyers to listeners that are more likely to be interested in their product.
    

Sounder’s Contextual Technology 

Sounder utilizes natural language processing to identify content themes and classify them within the IAB’s Content Taxonomy. Unlike the traditional use of keywords to determine topic, Sounder’s AI approach understands the meaning behind words by considering their context, reducing both missed categories and incorrectly identified categories. 

For more detail and examples on the benefits of contextual targeting and how to get started with Sounder and Triton Digital, check out this recording of the webinar I hosted last week!