NEW YORK – CONTEXTWEB Inc., the largest independent ad exchange, announced that it has teamed up with Gannett, one of the world’s leading media companies, to categorize Gannett Digital’s online ad inventory in real time. By using CONTEXTWEB’s Real-Time Classifier, Gannett Digital will provide advertisers with greater targeting capabilities, enabling them to maximize the performance of their campaigns.
CONTEXTWEB’s Real-Time Classifier allows Gannett Digital to categorize every page of USATODAY.com and Gannett’s local network of more than 100 news and information websites into 450 different contextual categories. This contextual analysis is being applied to the network’s 440 million pages. Advertisers will be able to run ads adjacent to hyper-relevant content across all of these pages. This increase in ad relevancy is expected to enhance campaign performance and user-experience across the network. In addition to categorization, the Real-Time Classifier also scours pages in real time to allow advertisers to use advanced advertising techniques, such as positive and negative keywords, to ensure that ads associate with the specific types of content and audiences they seek.
“We tested the technologies of all the leading contextual and semantic vendors in the market to determine who could enable us to offer the most granular targeting capabilities to our advertisers,” said Andy Jacobson, Gannett Digital’s Vice President of Sales. “CONTEXTWEB proved to be a great solution for us. Advertisers have traditionally targeted general categories such as Finance & Money, but with the help of CONTEXTWEB, we now give them the ability to target highly specific contextual categories such as Financial Planning, Frugal Living, Retirement Planning and Tax Planning across our network. That is very powerful. The campaign performance results should speak for themselves.”
“We’re excited to bring to the Gannett Digital Network detailed contextual analysis advertisers need to more effectively target their audiences,” said Jay Sears, General Manager of CONTEXTWEB. “This further reinforces the fact that CONTEXTWEB’s contextualization technology is one of the leading publisher-monetization solutions in the marketplace, and we will continue to offer up our technology to strategic partners.”
This story was first reported in Adweek.
About CONTEXTWEB, Inc.
CONTEXTWEB is the largest independent ad exchange in the world and the only online ad exchange where both advertisers and publishers enjoy complete control. The CONTEXTWEB Ad Exchange works with more than 12,000 ad buyers and ad sellers every day. Using page-level, real-time contextual technology CONTEXWEB delivers unique audiences, at scale, in a brand-safe environment and ranks among the top 20 ad-supported properties according to comScore.
CONTEXTWEB’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.
About Gannett Digital
Gannett Digital’s online + mobile publisher network, rich media and targeting solutions enable advertisers to better reach, engage and convert prospective customers. Gannett Digital seeks to improve campaign performance by providing advertisers with unique content-integrated advertising opportunities, behavioral targeting, contextual targeting, re-targeting and smart targeting (dynamic ad creative optimization) across its network of 49 million consumers. Additionally, the Gannett Digital Network leverages the rich media solutions of Gannett-owned Pointroll to drive higher levels of ad engagement.
The Gannett Digital Network consists of premium online properties such as USATODAY.com, Metromix.com, HighSchoolSports.net, MomsLikeMe.com, and 105 hyperlocal news and information sites.
Additional information can be found at www.gannettdigital.com.
