Categorization is arguably the greatest unsung hero in the advertising industry. Along with taxonomy and content classification, it can simplify the complex media landscape and help both buyers, and sellers deliver advertisements (ads) that maximize revenue and customer satisfaction. In addition, the enforcement of GDPR has made it evident that categorization can help alter the fate of campaigns by offering relevant and emotionally impactful ads. In this context, Giovanni Strocchi, CEO of smart data provider ADmantX, explores how categorization would help brands retain their competitive edge, boost engagement, and stay compliant.
Cataloging makes it possible to sort the core components of the advertising ecosystem quickly and easily. For example, ad product categorization enables sellers to select tools capable of delivering ads in a format that suits the sellers’ website. Furthermore, audience taxonomies can help publishers and advertisers match messages with certain customer segments. As a result, users’ categories are presently a vital part of real-time programmatic trading. In addition, content classification facilitates the pairing of ads with online content most likely to reach the target audience, align with creative messaging, and brand values. To sum up, categorization could be the difference between great targeting and wasted budgets.
The implementation of GDPR has made advertisers view URL data as an alternative data source that provides a viable foundation for targeting, without jeopardizing personal privacy. The information that can be extracted from URL data also provides a comprehensive view of pages that can be leveraged to build content taxonomies and understand audience behavior. It additionally offers the scope for refining the taxonomy by harnessing smart technology. For example, by using semantic tools to run natural language processing (NLP), brand advertisers can assess page-level content. This will enable them to surpass basic keyword presence and determine what each word means, in addition to the sentiment it will create.
Advertisers can leverage their understanding of the meaning of a word and its sentiment to gain an in-depth insight into the content. This insight will provide advertisers with the means to support precise classifications and ensure that ads complement their context and the interests of the audience segments the content attracts. Therefore, in the future, the brands that will dominate the market will be those that appreciate the value of content taxonomy and have the expertise to employ it effectively.
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