Friday, August 8, 2014

Content Can't Be King Without Context

MediaPost reporting:
Making context integral to content
In this framework, context is the measure of matching a user’s profile with relevant content in the right environment. As targeted advertising and programmatic buying become de facto in ad sales, systems need to become more sophisticated and more human. Brands need to move beyond targeting people based solely on who they are, and shift toward targeting based on what that individual is doing right now.
Content (advertising or otherwise) needs to be responsive to the total environment in which it is served. Digital advertising and content recommendations precisely targeted to the right users are complex processes, but emerging technologies manage the complexity and source insight from existing and real-time behavioral and contextual data.

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