Business News
Gannett Digital and CONTEXTWEB Partner to Bring Contextual Targeting to the Forefront
Tuesday 26. October 2010 - CONTEXTWEB Inc., the largest independent ad exchange, announced today that it has teamed up with Gannett, one of the worlds leading media companies, to categorize Gannett Digitals online ad inventory in real time. By using CONTEXTWEBs Real-Time Classifier, Gannett Digital will provide advertisers with greater targeting capabilities, enabling them to maximize the performance of their campaigns.
CONTEXTWEBs Real-Time Classifier allows Gannett Digital to categorize every page of USATODAY.com and Gannetts local network of more than 100 news and information websites into 450 different contextual categories. This contextual analysis is being applied to the networks 440 million pages. Advertisers will be able to run ads adjacent to hyper-relevant content across all of these pages. This increase in ad relevancy is expected to enhance campaign performance and user-experience across the network. In addition to categorization, the Real-Time Classifier also scours pages in real time to allow advertisers to use advanced advertising techniques, such as positive and negative keywords, to ensure that ads associate with the specific types of content and audiences they seek.
“We tested the technologies of all the leading contextual and semantic vendors in the market to determine who could enable us to offer the most granular targeting capabilities to our advertisers,” said Andy Jacobson, Gannett Digitals Vice President of Sales. “CONTEXTWEB proved to be a great solution for us. Advertisers have traditionally targeted general categories such as Finance & Money, but with the help of CONTEXTWEB, we now give them the ability to target highly specific contextual categories such as Financial Planning, Frugal Living, Retirement Planning and Tax Planning across our network. That is very powerful. The campaign performance results should speak for themselves.”
“Were excited to bring to the Gannett Digital Network detailed contextual analysis advertisers need to more effectively target their audiences,” said Jay Sears, General Manager of CONTEXTWEB. “This further reinforces the fact that CONTEXTWEBs contextualization technology is one of the leading publisher-monetization solutions in the marketplace, and we will continue to offer up our technology to strategic partners.”