Advanced Contextual has launched the first programmatic audience extension product to hit the market. Extension provides a scalable and performant future-proof safe harbor. The product is intended to provide firms with the tools they need to reach out to a larger and more effective audience.
The new product will provide brands with intelligence and activation for indigenous content. Brands may use the platform to measure and engage consumers depending on their KPI (Key Performance Indicator) accomplishments in a certain area.
“KPI and relevance driven audience extension has to be part of the open web’s post cookie and third party data world”, said Dave Hills, CEO of Advanced Contextual. “The simple fact is that 50% of programmatic impressions have no ID attached and that number was 100% as recently as three years ago. With this release we allow brands to safely leverage their achieved KPI’s along with relevance and comp index, which we provide. The result is a power rating for non endemic content which will scale and perform.”
“We’ve come to depend on Advanced Contextual for innovative, scale and performant solutions to leverage context on the open web”, said Mike Kujanek, CEO of Magnitude Digital. “When we look into a future where KPI’s like LTV become permanent being able to programmatically leverage that data will allow us to achieve more efficient KPI’s and broader reach.”
The topic-first approach will now provide brands with both topic index scores and KPI. Themes with the highest engagement and KPI rating will receive the highest rating and expenditure in corporate business plans.
“We think the walled gardens will continue to fight any effort to increase control and transparency in programmatic activation and optimization which provides opportunities for the open web,” said Andy Crossen, CTO of Advanced Contextual. “We look at Google’s recent nod to topics and wonder how behavioral topics survive in the future. So we took an innovative approach of combining relevance and KPI efficiency in building Advanced Extension and our customers, we think, will reward us with increased spend.”