Bidtellect: Your Travel Partner

Bidtellect: Your Travel Partner

The skies are opening up! Travel bookings are increasing, luxury travel is returning, and best yet: shoppers are doing most of their preparation shopping online. Download our latest Travel Onesheet for the latest industry travel trends and our programmatic strategy recommendations.

In a survey of 12,000 travelers in 12 countries, 65% of respondents are planning to “go big” on their next trip

Some of Bidtellect’s recommendations:

  • Use context-driven targeting to reach consumers engaging with content on relevant environments like luxury travel sites, travel articles, and more.
  • Combine context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. 
  • Offer ways to make online booking easier and include promotions in your creative assets to capture attention. 

Let's reach your performance destination!

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Want to learn more? Reach out to speak to someone here.

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

Behind the Platform: Keywords & Keyword Targeting

Behind the Platform: Keywords & Keyword Targeting

Bidtellect’s revamped keyword targeting offering includes two additional targeting vendors: industry leader Peer39 as well as Bidtellect’s own custom keyword solution.

Keyword-based programmatic targeting uses a custom built list of keywords and key phrases to serve digital ads to people based on what they are reading about online. Read more about contextual targeting here. 

Behind the Platform: Keywords

Watch Bidtellect VP of Product Arthur Hainline talk through Bidtellect’s keyword offering on our Behind the Platform series. Download the Onesheet below. 

Onesheet: Keyword Targeting

Download the Onesheet to learn more about Bidtellect’s offering below. 

Keywords Onesheet

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Screenshot of Keyword targeting onesheet bidtellect

Want to learn more? Reach out to speak to someone here. 

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

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.

 

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

Bidtellect: Contextual Targeting and the Cookie-less Advertising Future

Bidtellect: Contextual Targeting and the Cookie-less Advertising Future

With an ever-changing digital landscape, Bidtellect continues to innovate, advance, and adopt technology to support advertising future. Bidtellect’s contextual targeting and programmatic platform initiatives for the evolving privacy-first future.

Current Events: Privacy and the Cookieless Movement

Since new privacy regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S., the number of third-party cookies used per webpage declined from about 80 in April to about 60 July 2019. The number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. Apple released IntelligentTracking Prevention (ITP) software; Firefox and Safari browsers have blocked third-party cookies. Google Chrome announced it will do the same by 2022. The power has shifted. Consumers are gaining greater control over their own privacy and transparency into how their data is used. Advertising technology has to adapt to this new era. This includes contextual targeting and (one step further) contextual optimization.

What About Bidtellect?

As the Cookieless future advances, Bidtellect has a good starting point. Our technology is built to be inherently different from traditional omnichannel platforms, built around context. We are ahead of schedule by supporting industry technologies like Universal ID solutions. Our focus around the cookieless future is broken into three buckets: Performance & Optimization, Targeting, and Attribution.

Performance & Optimization: Context-First, Contextual Targeting

Bidtellect’s context-first buying platform utilizes multiple context signals (placement, type of ad, device, surrounding context, channel, viewability) and non-PIIidentiers/Cookies to identify where certain subsets of audiences frequent. Our algorithms then make intelligent decisions as to the value of those placements.

This is layered with a refined approach to contextual targeting utilizing natural language processing technology at the page URL level. We offer brands the ability to discover, align, and optimize against the true meaning of the content on any webpage with smarter cookie-less targeting and unrivaled accuracy and scale.

READ MORE: In a post-cookie world, RTB is key to effective digital marketing on TechCrunch

Universal ID: Audience Targeting

Bidtellect’s primary focus has been around building a differentiated context platform not reliant on the cookie. At the same time, we understood the market demand for audience solutions and have offered data providers within our platform. With challenges cookies face from dissipating to matching, Bidtellect is integrated with two of the largest companies in the space, LiveRamp, and The Trade Desk, to support Universal IDs. These solutions allow us to almost completely negate match rate when there is participation from DMP and SSP partners, as well as grow and expand audience-targeting capability beyond Bidtellect’s own universe. We believe these advanced ID technologies are leading the industry in 1st and 3rd party audience targeting into the future, and we will look to advance alongside them.

READ MORE: Major Regional Grocer Exceeds Video Goals Thanks to Contextual Targeting

Attribution: Measurement Solutions

Attribution is more complex. Bidtellect has developed advanced measurement solutions based on user engagement with content and will continue to develop solutions around conversion events within our platform. With that, we find advertisers rely and trust their third-party attribution partners vs “grade your own homework” approach. We will work to continue to advance our attribution solutions and continue to support Analytics partners as they develop theirs.

READ MORE: Forecasting 2.0: The Future of Contextual Targeting

As the industry continues to evolve Bidtellect will continue to provide solutions, innovation, and results for our advertisers.

Stay up to date via our newsletter and by checking Bidtellect.com.

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

This Week: March 27th-April 3rd

This Week: March 27th-April 3rd

Happy Friday, Bidtellectuals! We are going to try something different – a weekly update on the industry since it’s ever-evolving. 

First things first, Sales Director DJ Virtue offers messaging suggestions for brands in this new climate.  Bidtellectuals share their favorite recipes and I offer some advice to work from home.  Oh, and did you see Midwest Director of Sales Janelle Watanabe made the Chicago Tribune for her block party workouts with neighbors? What an inspiration.

This week, a record 6.6 Million Americans sought unemployment benefits (WSJ). Roughly four billion people – half of humanity – have been ordered to stay home Friday (NYT).  Between the weeks of 3/12 to 3/19, Verizon saw web and internet traffic climb 20% (CNET). Still, according to IAB, digital ad spend is down 33% and traditional media is down 39%.

In good news, sweatpants have now been declared a major fashion trend according to WWD, as sales surge. “Will I Ever Wear Pants Again?” asks The Cut. Maybe not, but here’s inspiration for “Zoom Ready Tops” from Vogue so you can look fabulous on top but comfy on the bottom (no one has to know). For some culture, SXSW announced that its entire 2020 film lineup will stream for free on Amazon Prime Video, according to AdWeek, and here’s a list of 13 uplifting documentaries coming to Netflix from the New York Times

The State of the Industry:

  • Digital ad spend is down 33% and traditional media is down 39% (IAB)
  • 24% of buy-side decision makers paused advertising spend while 46% adjusted it for the remainder of Q1 and Q2 (IAB)
  • Adjusting for the new COVID-19 impact, eMarketer expects US total media ad spending to increase by 8.7% in 2020, and US digital ad spending to rise by 16.7% over the same period. (eMarketer)
  • The majority (63%) of advertisers have already changed the messages they are touting in-market (IAB): 
    • Mission-based marketing (+42%)
    • Cause-related marketing (+41%) 
  • More than a third (35%) of advertisers are adjusting their in-market tactics (IAB):
    • Audience targeting (+38%)
    • OTT / CTV device targeting (+35%) 

Investment Shifts Across Verticals:

  • Verticals Seeing an Increase in Ad Spend (PubMatic):
    • News: 52% Increase
    • Hobbies & Interests: 31% Increase
    • Technology & Computing: 14% Increase 
  • Verticals Seeing a Decrease in Ad Spend (PubMatic): 
    • Political Ad Spending: 72% Decrease
    • Travel: 65% Decrease
    • Sports: 40% Decrease 
  • 83% of respondents within the travel and transportation industry have either freezed hiring or laid off employees.  (Candor
  • 77% of respondents within the retail industry have either freezed hiring or laid off employees  (Candor
  • Forrester has a webinar The Impact of COVID-19 on Financial Services on April 7th. 

Publishers Feel the Burn of Coronavirus Blocking:

  • “As the coronavirus pandemic continues to dominate news cycles the world over, advertisers have been quick to add terms related to the virus to their keyword blocklists to avoid any potential brand safety fallout from appearing adjacent to grisly articles. But entire news-site homepages are also inadvertently being blocked as a result — which is even interfering with inventory that was directly sold by publishers’ internal sales teams.” (Digiday)
  • “New data reveals how a major company’s COVID-19 ad keyword blocking starves the news media during a global pandemic.” High Block Rates have been reported across news sites like Business Insider and Buzzfeed News; reporting by Integral Ad Science saw 36% block rate in March on the New York Times; The Guardian saw 50% total block rate on their site in March. (Buzzfeed

Don’t feel like reading? Watch here:

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