Centro Launches Cookieless Contextual Targeting

In the US, digital ad automation tech provider Centro has launched a cookieless targeting feature which automatically recommends contextual categories based on a marketer's best performing audiences.

Centro's technology platform, Basis, enables marketers to plan, buy and analyze real-time bidding, direct, advanced TV, search and social media campaigns in a single platform. Powered by semantic ad technology specialist Peer39, its new feature can be used to integrate audience targeting into contextual ad buying.

Through Basis, the feature analyzes brand insights and performance metrics such as campaign impressions, conversions, completion rates, general KPIs, and others. Based on that first-party advertiser intelligence, Peer39 and Basis predict which contextual targeting categories will perform the best for a brand or campaign, whether or not the original campaign utilized contextual targeting. Media professionals can use it to target wider demographics that have similar content consumption habits to other audiences being targeted, and report performance by the classification of the actual content that ads were placed with.

Tyler Kelly (pictured), President, Centro, comments: 'Peer39 has driven the advancement of contextual advertising far beyond simply identifying content on a page. It powers our advertiser users' ability to convert audience data into actionable contextual ad targeting seamlessly.'

Web sites: www.centro.net and www.peer39.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.