We have established that the quality of online environments should be judged the same way as it is associated with the ads within it: as a site. But how important are site ratings when a brand is interested in contextually targeting specific content within a page?
Contextual targeting is common and very successful practice in many forms of advertising. Digital in particular has the unique ability to target (or avoid) specific content quickly and accurately. Depending on the brand, contextual targeting can play a very important role in their marketing arsenal.
However, display ads placed through contextual targeting are not immune to bad environments. It is still important – perhaps more so – to consider quality when targeting specific articles.
Hollywood gossip articles are the best example of this fact because these sites range from high quality, neutral editorials to vulgar, rumor-driven hate speech. To prove the importance of determining site quality for contextual purposes, we took a look at several articles about Beyonce and her new baby, Blue Ivy. Here is a look at the range of content we saw:
Contextual targeting is a great strategy, but without understanding the quality of the content it is not being used to its full potential. Pairing context with more data, particularly quality data, can lead to a better understanding of the audience and environment surrounding the ad and in turn lead to a more successful campaign.