Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

With the cookieless future looming large, we break down different types of targeting, the power of contextual targeting, and how optimization can supercharge your programmatic cookieless strategy.

What is Contextual or Cookieless Targeting?

 

What is targeting in programmatic platforms?

In programmatic marketing, targeting refers to the methods used to identify and reach target consumers or audiences most likely to be interested in the product or service an advertiser is selling.

What are the different ways platforms can target?

There are different types of targeting such as first-party data, third-party data, and one of the most common, cookies. First-party data is data that is directly collected from interactions with your consumers and audiences through your companies’ own site. Some examples of first-party data include demographics, purchase history, website activity, interests, behaviors, etc. First-party data has a direct relationship with the consumer (Treasure Data, 2021).

Third-party data is data you acquire from very large databases where it is bought and sold programmatically (Treasure Data, 2021). Cookies fall under the umbrella of third-party data. A cookie is a small piece of data stored on the user’s computer that helps a website keep track of visits and activity.

 

What is ‘context’ and what information does it use for targeting?

Context refers to a cookieless set of data points that factor into an ad placement’s ability to perform.

Contextual targeting is targeting based on the information available on the page or site of the ad space, rather than user data. Since it is based on what the consumer is currently engaging with, contextual targeting is successful in predicting what the consumer will engage with next.

Contextual targeting is gaining popularity as it is adaptable to an inevitable cookie-less future. With contextual targeting, the look and feel of every single ad placement is unique to the page and can be correlated even more closely with user behavior. It is the answer to the cookie-less future.

Contextual Targeting

  • seamlessly integrates your ads into relevant content users are already consuming
  • offers precise attribution
  • guarantees higher engagement
  • offers greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine
  • works on all formats: Responsive Native, Display, Video Units, and High Impact Units

What is Contextual or Context-Driven Optimization?

Optimization describes the algorithms that a bidder uses to determine bid prices, whether or not to bid, and how often to bid depending on the performance goals of a campaign. In other words, optimization describes ways to optimize an ad in order to get the best engagement in the most efficient way possible.

Programmatic optimization is the process of improving a programmatic ad campaign’s performance in real time based on data. It’s what makes programmatic advertising the most efficient use of your digital ad budget. With that being said, research shows that programmatic media buying now accounts for 85% of all digital ad spending (Strategus). If you haven’t already made the switch to programmatic, now is the time.

Platforms optimize performance in a variety of ways from cookies to creatives. On the simplest level, optimizing for brand and content works well most of the time; that is what most b2b companies start off with-hire a web3 copywriter and optimize all the creatives, including website content. This strategy often works itself towards the right target audience, but may take time. Context-driven optimization is optimization without using user data or cookies. Contextual optimization is Bidtellect’s key differentiator that uses contextual signals to optimize performance.

How Does Bidtellect Use Context?

Bidtellect has been utilizing context since our founding. We began as a native specialist demand-side platform nearly a decade ago. With native ads, we necessarily had to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment, in addition to reaching performance goals.

Bidtellect’s Contextual Targeting: Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions: first-to-market context demographics targeting, categorization and keyword targeting, interest targeting, and inventory quality targeting. Bidtellect also teamed up with Bombora to combine our granular ad placement-level targeting with Bombora’s robust B2B taxonomy for a unique first-to-market B2B contextual targeting tool.

Bidtellect’s Context-Driven Optimization: Bidtellect’s contextual offering goes beyond targeting solutions and into optimization. Optimization maximizes spend, ROI, and performance for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

AARDvarkBidtellect’s Automatic Algorithmic Rate Determination toolfactors multiple context data signals simultaneously including: page-level contextual signals, domains, individual publisher ad placements, devices, times of day, and days of week to evaluate auctions and make bidding decisions according to 14 selectable optimization goal types. In other platforms, bid factoring falls entirely onto traders.

Why Choose a Contextual or Cookieless Strategy with Bidtellect?

Context uses the information on the page rather than audience data to deliver the most relevant ads to consumers. Bidtellect consistently outperforms data targeting strategies with our contextual strategies – not only within our own platform, but when testing against other platforms, as well.

Let us help you optimize on your performance goals!

Reach out to learn more.

 

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Spring and Summer Travel Trends & How To Reach Consumers

Spring and Summer Travel Trends & How To Reach Consumers

Spring is here and summer is right around the corner. It is time to get ahead on your summer travel campaigns and advertisements. Here are the latest trends and tips to make your programmatic campaigns take off!

People Are Excited About Spring & Summer Travel

With warmer weather and summer vacation ahead, travel plans are almost inevitable. We are seeing an upward trend in excitement to travel in the coming months. Last year was all about covid-restrictions and sanitary measures, this year is all about luxury and epic travel destinations.

People are excited about traveling this spring and summer:

  • 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind (Destination Analysts, 2022)
  • A record high 57.9% feel we are closer to normal in the U.S (Destination Analysts, 2022)
  • Americans saying they are avoiding international travel is down to a record low 52.0% (Destination Analysts, 2022)
  • This year the likelihood of spring travel is even higher for hybrid workers (86%) and millennials (75%) (Vacasa, February 2022)
  • Family and friend events were the activities most likely to encourage a trip in 2022 (45% and 32%, respectively) (Vacasa, February 2022).

On the other hand, rising gas prices are a concern for travel plans:

  • About six in ten travelers indicate rising gas prices will impact their travel plans during the next six months (Longwoods International)
  • One study found that 58% of respondents said they would adjust their itineraries if gas prices continued an upward trajectory (Travel Pulse, 2022)

Booking (And Advertising) Travel Online Is More Popular Than Ever

As travel tends to pick up around this time of the year, gross bookings increase simultaneously. Travelers are looking to book online more frequently than ever before, as well as looking for luxury travel experiences. This could even mean that families and business travelers look for private jet hire and luxury accommodation bookings online to find the best deals that they can get their hands on. What does this mean for advertisers? Adjust messaging and photos to appeal to those looking for luxury and leisure through nice hotel rooms, lounges, etc. Also, use context-driven targeting to reach consumers on luxury travel blogs and websites. Luxury travel is in, and so is online booking. Get a head start on summer travel trends with your ads.

  • 51% of US luxury buyers purchased travel online, compared to 14% who purchased travel in-store (eMarketer, 2022)
  • By 2022, it’s estimated that total gross bookings will hit $441 billion (Phocuswright, 2019)

Bucket List Trips, Epic Destinations, & Group Travel Is The Move

It is safe to say that after a couple of summers of being cooped up in a home due to the pandemic, it gave people the chance to adjust to the new normal. They tried a bunch of things to pass their time. While many took to making appearances on TikTok, others played games that pay real money to pass the time. Yet there were others who may have considered learning new skills and therefore took up online classes on website development, graphic design, acting, and cooking; the list is long. However, now people are again ready to begin on their adventurous journey. A recent study by Longwoods International found that only 2 in 10 travelers say that COVID-19 will greatly impact their decision to travel in the next six months. Not only to travel, but to begin crossing off Bucket List travel destinations. Last summer, we saw an increase in travel by cars due to the worry of flying during the pandemic. This summer, it is expected that epic travel destinations by plane will be in the forefront. People are itching to plan their next epic destination vacation with family and friends.

  • In a survey of 12,000 travelers in 12 countries, 68% of respondents are planning to “go big” on their next trip (Expedia, 2021)
  • One travel company reported a jump in searches to “epic destinations” (Amadeus, 2021)
  • There’s been a reported 600% rise in bookings for groups of over 20 people, while searches for popular destinations for groups of friends have doubled (Amadeus, 2021)
  • Vacation home bookings were up between 30 and 60 percent in small cities and resort destinations compared to 2019 (NY Times, 2022)

However, many people are still afraid to travel because of covid. To avoid traveling, they prefer to spend their summers at home, playing games, learning new skills, and so on. Many even hire professionals to build residential pools and spas at their homes so that their children can enjoy summer to the fullest while taking all necessary safety precautions.

Video Ads Build Trust & Recognition

Using video in your advertisements can help build trust and recognition from the consumer. Online videos have the ability to bring a destination to life and they allow for the consumers to see the experience they are looking for. Most vacation resorts and hotels who are offering the option of timeshare tend to use this method to attract potential clients while giving the brief about the whole deal. However, one needs to clearly read the contract and understand all the conditions put forth before getting into the deal. It is understandable that the deal can offer many opportunities, but one could also end up paying hefty amount in the long run and may have to reach out to timeshare exit companies for solutions. Coming back to using online videos, capture the attention of your audience by utilizing an expert in programmatic video delivery who can target, optimize and reach your captive audience like Bidtellect.

  • 80% of millennials use online videos when researching a purchasing decision (Animoto via Digital Brew, 2020)
  • 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Optinmonster via Invideo, 2022)

Not All Video Ads Are Created Equal

Bidtellect delivers access to in content video placements at unparalleled scale. We leverage our proprietary real-time optimization algorithms, multiple formats including Instream and Outstream-Native, and pricing options – offering brands a solution to reach your target audience within premium content they are consuming.

Download our Video Solutions Onesheet to learn more:

12 + 13 =

Reach Your Target Travel Consumer: A Holistic, Privacy-First Approach With Bidtellect

Bidtellect Benchmarks – Travel

  • .25% CTR – Responsive Rate
  • 79% VCR
  • 60 Secs Avg Time on Site

Contextual Targeting + Optimization + Audience Creation

Reach your audience in contextually-relevant environments. We combine our context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. Prepare for the cookieless-future while reaching performance goals in your vertical.

Access to Travel Consumers:

  • Seaside Resorts
  • Adventure Travel
  • Budget Travel
  • Last Minute
  • Business Travel
  • Honeymoons
  • Holidays
  • Traveling with Kids
  • & MORE

3P Travel Audiences:

Utilize Bidtellect’s 3P data partners to reach users who show patterns similar to your campaign’s target audiences.

Example Segments:

  • In Market – By Destination, Hotel Searchers, By Airport
  • Traveler Types – Family, Business, Leisure, Budget, Roadtrippers
  • Booking Windows
  • Competitive Brand Conquesting

Reach Out Today & Let Us Help You!

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Bidtellect Named Finalist for Three Dick Reed Awards 2022

Bidtellect Named Finalist for Three Dick Reed Awards 2022

Leading integrated marketing agency and longtime Bidtellect partner Just Global has announced the finalists for their third annual Dick Reed Awards.  Named in honor of longtime Just Global CEO Dick Reed, the purpose of the awards is to celebrate the people in the media industry who may be overlooked: vendors, publishers and platforms. Bidtellect is honored to be named a finalist in three different awards this year – two of which honor individual team members. Check it out: 

jonno burden nominated just global dick reed awards photo

Finalist: Strategic Agency Partner of the Year

Jonno Burden is the Senior Director of Sales, West Coast. Jonno was nominated for the Strategic Agency Partner of the Year in the best Biddable Media category. From outstanding customer service to solution-oriented product and service offerings, these individuals have helped Just Global deliver powerful results for Just Global’s clients. Go Jonno!

The Dick Reed Awards are a testament to the world-class collaboration that Just Global delivers not only to its clients but alongside its partners. It’s an honor to be recognized for Bidtellect’s innovation and service, and excited to continue with the great work we are doing. – Jonno Burden

nick gomez nominated just global dick reed awards

Finalist: Unsung Hero of the Year

Nicholas Gomez is a Product Manager at Bidtellect. Nicholas was named a finalist for the Unsung Hero of the Year. Nominees for this award are known as behind-the-scenes maestros that orchestrate the best possible customer experience through outstanding support services. That’s Nick!

While recognition is hardly front of mind in our work, it means so much that Just Global takes it upon themselves to create an environment that celebrates all of the relationships and accomplishments put forth by their partners. 

Just Global was one of the first partners added onto my portfolio 5 years ago and I am so fortunate and honored to have been able to grow and achieve alongside some amazing people. – Nick Gomez

photo of yulia spotlight women at bidtellect

Finalist: Most Inventive Solutions

Bidtellect was named as a finalist for the Most Inventive Solutions Award. The award identifies companies that, as marketing technology continually evolves, have invented new product offerings within their disciplines that have proven successful for Just Global’s clients. Bidtellect is recognized for its specific products, services and/or features invented within the past year.

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Bombora and Bidtellect Announce Industry-First B2B Cookieless Targeting Solution

Bombora and Bidtellect Announce Industry-First B2B Cookieless Targeting Solution

Bidtellect is excited to announce a partnership expansion with Bombora that gives digital advertisers the most comprehensive and technical B2B cookieless targeting solution on the market. Utilizing Bombora’s proprietary Company Surge Intent offering and Bidtellect’s context-first programmatic platform capabilities creates a unique contextual target solution at scale for B2B marketers. It’s the first of its kind in the industry.

 

Key Takeaways:

  • Together, the partnership enables B2B contextual targeting against 62 topic categories including digital transformation, supply chain management, business intelligence, cryptocurrency, and marketing technology.
  • Bombora’s Company Surge Intent data uniquely measures and scores intent signals across a proprietary data cooperative of 4,000+ B2B content sources.
  • Bidtellect’s granular ad placement-level targeting, now combined with Bombora’s robust topic taxonomy, delivers first-of-its-kind precision, scale, and performance tailored for B2B brands – all in a cookieless environment

The Coverage:

Notable Quotes:

“Partnering with Bombora not only strengthens Bidtellect’s ability to power smarter advertising, but also provides a cost-effective, high-performing solution in a market that worries about a cookieless future.”

CRAIG ARON

BIDTELLECT SVP GROWTH & STRATEGIC BUSINESS DEVELOPMENT

“Bombora’s contextual partnership with Bidtellect is one of many future-proofing initiatives we are developing to address the cookieless world and continue to serve our clients effectively.”

TONY MOWAD

BOMBORA VP of BUSINESS DEVELOPEMENT

“Bombora and Bidtellect’s global cookieless B2B solution is the industry’s first integration capable of bringing together granular contextual targeting and robust taxonomy specifically relevant for B2B brands.”

ROSEY SUTTON

JUST GLOBAL ASSOCIATE DIRECTOR, PROGRAMMATIC

“Bidtellect and Bombora’s new global cookieless B2B solution provides us with a unique combination of data and content-driven solutions that allow us to plan for the future.”

ANTHONY LOPEZ

JUST GLOBAL SUPERVISOR of PROGRAMMATIC

To speak with a Bidtellect representative, reach out to marketing@bidtellect.com.

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Black History Month: Diversity in Advertising Builds Trust

Black History Month: Diversity in Advertising Builds Trust

As Black History Month comes to end, it is important to continue to honor the contributions and hardships of the Black community. Indeed, one month out of the year does not suffice in recognizing the racial injustices that our country continues to deal with. In this blog, we look at valuable statistics around diversity and how it applies to our field of digital advertising.

Recent data points to a desire from users – especially younger generations – to see more diversity in advertising. What does this mean? Younger generations are seemingly the most passionate about, and trusting of, brands that represent diversity.

Here are more statistics and key takeaways:

14 + 8 =

1. Diversity In Ads Builds Trust With Users:

2. And Is Good For Business:

  • Brands with the highest diversity scores see an 83% higher consumer preference (Heat Test Report via Impact).
  • 69% of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity (Think With Google via Impact).
  • Studies have shown that more inclusive ads have seen 23% more “purchase intent” from Gen Z consumers (Microsoft Advertising via Impact).

3. But Many Consumers Still Do Not Feel Represented:

  • 54% of consumers surveyed by Facebook said they do not feel fully culturally represented in online advertising (Facebook Advertising via Impact).

4. And Focused Ad Marketing Spend Needs to Increase:

  • Multicultural consumers make up almost 40% of the U.S. population, but multicultural media spending is only 5.2% of total ad and marketing spend (PQ Media via Impact).

5. Here’s What You Can Do: 

  • Work with Bidtellect’s in-house creative agency, [b]+studio, to ensure your creative assets incorporate a range of faces from varying backgrounds, plus use language to connect differing age ranges. Maximize Bidtellect’s advanced targeting and optimization capabilities to reach more users, especially skewing towards gender and age with cookieless context demographics targeting.

Focusing on genuine representation and building a connection with all communities builds trust with consumers and ultimately builds brand loyalty. It is imperative to not only represent minorities within advertisements, but also to normalize the presence of non-white bodies within the media. While we have a long way to go, learning and reading more about it is a great place to start.

 

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