In recent years, the web and mobile content ecosystem has evolved drastically. People have become more comfortable with contributing increasing amounts of content to their favorite sites/apps at higher rates. They have also become increasingly concerned about advertisements that harassingly chase them around and give off a spammy, privacy-violating feel. Those ads are driven by audience/history based targeting technologies and are provided free to marketers by the largest advertising companies. We believe this model is not a silver bullet solution for the ad-tech ecosystem as a whole, and in order to keep ads relevant and resourceful, a new approach had to be introduced. That approach is real-time content targeting driven by artificial intelligence. It possesses many benefits over the current audience/history based solutions and can adapt with the evolving content ecosystem.
Benefit 1: Content is transparent
Unlike the current black-boxed audience/history based technologies where advertisers bid in good faith, content is…well…content, and can be verified. If a page contains no relevant content, no ad is shown. This has the potential to significantly reduce ad fraud where ads appear on blank pages. With AI content targeting, the whole system benefits. Publishers win because marketers bid on their content instead of the people interacting with it. Marketers win because they can see the correlation between their ads and the placements.
Benefit 2: Content is relevant
There is nothing worse for a user than being bombarded by irrelevant ads in a desperate attempt for someone to make a few cents. The practice of ad stuffing happens all too often and is tarnishing the ad-tech reputation. If the content and the ad are not relevant to each other, many people simply tune it out. With AI Content targeting, major improvements to relevancy can be observed. Publishers win because their placements begin showing ads that are relevant to the content they are writing about, creating a more natural and resourceful feel. Marketers win because they advertise their brands on relevant content creating a safe way to reach customers that will not be perceived as obnoxious or desperate for attention.
Benefit 3: Content is resourceful
One of the most resourceful advertising experiences can be found on search, where you submit an intent driven query and receive a highly targeted ad in return. However, the current primitive keyword matching solutions fail to scale nicely outside of a native search environment. Using state of the art artificial intelligence, we can create an experience just as resourceful, if not more, by understanding the context and meanings behind complex sentences. This advanced understanding in turn yields precise and accurate targeting criteria. Publishers win because their users find their ads to be helpful and click at higher rates. Marketers win because their brand was helpful and possibly influenced a new customer.
Benefit 4: Content is real-time
Users contributing content isn’t the only thing on the rise as the web and mobile content ecosystem evolve; content is also being consumed at higher rates than ever. As more and more content is being both contributed and consumed in real-time, we are starting to see the limits of the current ad-tech solutions. And although these systems have scaled to handle the millions of requests per second, they do not scale their products to offer solutions that provide better results for both marketers and advertisers. By investing in real-time content targeting, companies can keep up with the speed at which their users consume and contribute content, and perform targeting on the fly. This enables companies to deliver ads alongside the most relevant content at the most relevant times. Publishers win because their content’s targeting data is developed on the fly and their placements are no longer stuffed with ads their users perceive as spammy and irrelevant. Marketers win because they can reach people interacting with content that is relevant to their brand or product.
To ensure you capitalize on the benefits above, as well as many more, one should properly diversify their ad-tech stack to include real-time content targeting and matching technologies. By doing so, they will future-proof their content monetization strategy and provide more resourceful advertising experiences, which will benefit the ad-tech community as a whole. Integrating these technologies is easy with adNomus, the leading AI content analytics company. You can quickly get started harnessing the power of artificial intelligent content targeting to monetize and manage your content.