DynAdmic's Semantic Analytics Overtakes the Power of Cookies
As the focus shifts back to contextual marketing, global media leader DynAdmic is analyzing a new course for the future.
FREMONT, CA: As the automated cookie era fades, there may not be a CMO who is not planning for a "cookieless future," introducing innovation, which was earlier an arm's length strategy to ad placement. While there are only a few solutions that provide a like-for-like replacement for the third-party cookie, the pioneering media platform players are evolving at breakneck speed to drive the renewed power of contextual placement media. Like global leader DynAdmic, these teams assume that a shift away from cookies must not mean that brands can no longer target their consumers in appropriate and powerfully resonant occasions, and they are demonstrating that the transformation may result in increased consumer attention.
When asking CEO & founder of DynAdmic, a global leader in contextual media innovation, Stephane Bonjean, why their clients are choosing this approach to placement, he offers that "our clients have seen contextual targeting yield increase attention at lower media costs as well drive greater brand impact and longer viewership and completion rates."
Today's contextual placement has little similarity to what people once knew. While it used to be as simple as placing ads next to appropriate content or searching for keywords, the granular sophistication of the systems behind contextual placements now offers advantages in behavioral targeting that dig deep into the content users are constantly looking for. Content that is based on a person's interests and mindset.
AI-powered and with the ability to analyze numerous placements for significance and connection each day, advertisers can now do far more than place their ad on a site and hope for the best results. "The ability to place branded content and ads exactly where consumers want to see them has a hugely effective impact on viewership and engagement and provides many of the efficiencies of personalized messaging delivery," continues Bonjean.
When people start layering the sophistication of semantic recognition technology, including that at DynAdmic, which allows videos to be positioned within fine-tuned verbal and audio environments for direct relevance, it can get interesting. DynAdmic's intelligent systems take full advantage of the power of semantic algorithms and analytics in media placement to enable both nuance and scale by guaranteeing placement specificity throughout an extensive global network, resulting in significantly enhanced sales, ROI, and purchase intent.