RTC Makes Online Contextualization More Widely Available and Simplify Adherence to New IAB Taxonomy Standards; ContextWeb’s ADSDAQ Exchange Also Adopts New IAB Taxonomy Online to Track Inventory
NEW YORK – ContextWeb, Inc., which operates the ADSDAQ Ad Exchange, the largest independent ad exchange, announced the launch of ContextWeb Real-Time Classifier (RTC). ContextWeb RTC categorizes web pages in real-time across more than 450 content categories. With this announcement, the company is productizing its industry leading RTC technology for licensees, enabling them also to maximize the impact of content and adhere seamlessly to the IAB’s taxonomy guidelines. ContextWeb’s ADSDAQ Ad Exchange, which already utilizes RTC, also adheres to the taxonomy standards that are a part of the IAB’s Networks and Exchanges Quality Assurance Guidelines.
The new IAB Quality Assurance Guidelines provide universally defined content categories for trading media against this content, and are designed to bring transparency, control and simplicity to buyers and sellers who trade media on ad networks and exchanges. With ContextWeb RTC, all parties buying and selling ad inventory—advertisers, publishers, agencies, ad networks and exchanges—can trade media more easily using IAB standardized content categories.
“When determining which ad impression to purchase on behalf of our clients, context is a key characteristic,” said Jessica Ciliento Group Director of Digital Strategy at OMD.
“In the future, we’ll be more likely to do business with partners who plan to adhere to the IAB’s networks and exchanges quality assurance guidelines—partners like ContextWeb.”
In a world defined by media and audience fragmentation with more than one million web publishers carrying advertisements and billions of impressions bought and sold every day, content is a necessary data point for trading media. Identifying valuable, high performing audience segments begins with a clear understanding of content and environment. Only ContextWeb RTC enables this in real time.
“The IAB’s new guidelines bring a new level of consistency and dependability to online advertising by creating a lingua franca for ad trading,” said Jay Sears, General Manager of ContextWeb’s ADSDAQ Ad Exchange. “Rolling out ContextWeb RTC and adopting the IAB taxonomy are just the first in many steps ContextWeb will take to advance and fully adopt the new IAB Quality Assurance Guidelines.”
“Content is almost universally available for each saleable ad impression on the web. This makes content the perfect basis grade for evaluating tradable impressions and reinforces the importance of the IAB guidelines,” added Sears. “Other types of data, like user demographics, interest and in-market presence, can add additional value to the impression, but unlike content they are not consistently available or scalable enough to achieve advertisers’ desired reach. ContextWeb RTC enables strategic partners and sellers to leverage content for their offerings.”
ContextWeb RTC examines web pages in real-time and determines which of more than 450 standardized content categories the page should be classified into allowing sellers to organize their online ad inventory and make it more attractive to prospective advertisers. Today, ContextWeb RTC not only powers the ADSDAQ Ad Exchange, but it also works with exchange partners’ products like PointRoll’s Ad Control to enable advertisers to dynamically generate rich-media ads, in real-time, based on the content of the page across IAB standardized categories.
About ContextWeb, Inc.
ContextWeb operates the ADSDAQ Ad Exchange—the only online ad exchange where advertisers and publishers both enjoy complete control. The ADSDAQ Ad Exchange works with more than 12,000 ad buyers and ad sellers every day. Using page-level, contextual technology the ADSDAQ Ad Exchange delivers category-specific, brand-safe inventory along with extensive in-category reach, all with a purchase comparable to a site or portal buy.
The ADSDAQ Ad Exchange ranks among the top 20 ad-supported properties according to comScore. ContextWeb, Inc.’s investors include leading venture capital firms Draper Fisher Jurvetson (“DFJ”), DFJ Gotham Ventures, DFJ New England, Updata Partners and Investor Growth Capital. For more information, please visit: www.contextweb.com.
