Semantic ad targeting and brand protection is diving deeper into the online video category. That’s one result of a new deal for React2Media to represent ad pepper media’s display products and services, iSense, SiteScreen and the real-time bidding platform adEXplorer, in the U.S.
iSense is based on Crystal’s Sense Engine semantic analysis technology for supporting content targeting of display advertising, while SiteScreen keeps ads away from objectionable content. Check out this article and this one for more details on how the semantic targeting and protection suites work, and this one for information on the adEXplorer platform that will be integrated into Act2, React2Media’s video ad network. adEXplorer incorporates the precise page-level targeting and brand safety filtering of the iSense and SiteScreen technologies.
Many web sites today, including YouTube and Yahoo Network, operate on the pre-roll model, where embedded video players run an ad in advance of the video that users are waiting to see. React2Media takes the tack that web sites need not have embedded video players, so “you don’t have to be married to the small amount of web sites that have one,” says COO Jordan Galbraith. Its technology also allows, while the video ad plays in the banner, for an expandable companion ad running on the side with more details.
With the ad pepper relationship, “now we can offer ads in a banner across any web site in the world and can match content on the page with the content of our advertising,” in real-time, he says. “We’re one of the first to target page level content to video ads.” That level of dynamism is a switch from manual site-specific media buy approaches.
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