Find out more about how The Ozone Project classify contextual targeting across our pages with our latest partnership…
Wednesday 7th August 2019 - first published on Digiday
The Guardian, News UK, The Telegraph and Trinity Mirror parent Reach have started to unify how they classify contextual targeting across their pages, via their alliance Ozone. The goal: to make it easier for advertisers to contextually target ads more acutely.
Commenting on how advertisers will often blacklist generic terms that have different meanings in multiple contexts, Danny Spears, commercial director at Ozone, said: “It’s a market issue: Incorrect classification blocks monetization for publishers. Where keywords are used in isolation, unless you understand the semantic context, there is a risk that can be misinterpreted.”
The next phase in the coming months will be to package this new ability to target across the publisher partners into ad-targeting products for media agencies. Ozone will monitor how context affects user behaviors which it will then map to judge the return on investment for marketers. Ozone will use the semantic, natural-language processing tech of ad tech vendor Admantx to standardize the contextual data across all publisher partners.
