Contxt Media reposted this
Third-party tracking cookies have a bad reputation, but they sure have been great for the ad market. And arguably, tracking aside, relevant ads are generally a better experience for consumers than seeing the same generic placements as everyone else. But as these cookies start to disappear, the search for new ways of targeting is front of mind for the ad industry. At the same time, brand safety is an important concern. Many brands don’t want to be seen next to Elon Musk’s politically ‘edgy’ posts on X, for example. Meanwhile, publishers are equally concerned about making sure their content attracts as many of the right kinds of advertisers as possible so they can boost their revenue. Publishers working with video could have a solution to this problem in Contxt Media. The startup works on the ‘supply side’ of the ad market. That means the content advertisers place their ads against. So customers for the tech could be broadcasters, streaming platforms, or even big YouTube channels looking to maximise their opportunities for ad revenue. Contxt Media uses natural language processing and computer vision to analyse publishers’ videos. This analysis then powers contextual targeting, sentiment analysis, brand safety and suitability, and the ability to make sure content is rated correctly as suitable for the right audiences. “In order for a publisher to truly understand their content, there's a lot of manual work that goes on by humans in verifying and tagging the content. So the ability to automate this is a huge cost saving for the publisher and it gives advertisers trust in what they're advertising against,” says founder Ed French. Read on to find out more...
