Leading Native Advertising Platform Partners With Leading Measurement Company to Help Brands Better Optimize Branded Content Programs Based on More Advanced Contextual Relevance
LOS ANGELES, CA – Nativo, the leading native advertising technology company, announced its partnership with comScore for its advanced contextual analytics solutions for brands. Together, Nativo and comScore are elevating current capabilities of contextual relevance to a new level, enabling advertisers to significantly lift native advertising performance.
Native advertising success hinges on how contextually relevant the brand content is within its editorial surroundings. A survey by the Association of National Advertisers (ANA) found that among brand marketers, contextual relevance to the surrounding editorial content was rated as very important by 63 percent of respondents and the top two-box importance by 96 percent. However, delivering contextually relevant content at a more specific level like article pages still remained a major challenge for advertisers.
“For Nativo, contextual relevance for our native programs hasn’t just been a feature — it’s been a requirement because that’s what makes native advertising truly native,” said Justin Choi, CEO at Nativo. “Our integration of comScore’s Proximic technology enhances our ability to take contextual relevancy to a deeper level of granularity and further align brand content to appropriate environments. Part of our core mission at Nativo is to deliver better experiences for consumers and better results for advertisers and this partnership with comScore helps us advance that mission.”
A publication site’s home page and section front are easy to categorize for executing contextual relevance while article pages pose more of a challenge. The combination of articles’ diverse range of topics and each individual page’s topical specificity make it extremely difficult to evaluate article pages’ content. Therefore, categorizing thousands of new article pages and its content to scale contextual relevance daily was a fairly manual process, which also required storing massive amounts of data while making that data available for real-time querying.
To solve this problem, Nativo’s integration of comScore contextual analysis software (based on the technology of Proximic, a company it acquired in 2015) instantly analyzes the content on each article page to tag the relevant IAB content categories and even drill down to more specific sub-categories, from Arts & Entertainment down to Music. The partnership also will judge contextual relevance with the content’s age appropriateness rating such as G, PG13, or R. This deeper level of categorization will enable more accurate contextual relevance for advertisers distributing brand content on Nativo’s marketplace of 2,200 publications.
This heightened accuracy will drive increased performance for advertisers via Nativo’s award-winning dynamic content optimization technology, which maximizes campaign performance and shifts dollars towards higher performing ad variations and placements. Additionally, publishers’ article pages increase in value with the ability to more accurately analyze the content within these pages and smartly package them up for advertisers.
“As brands invest more in native advertising, they want to ensure they’re finding their audience in the right place, at the right time, and when consumers are most receptive to engaging with content,” said Tom DiGrazia, SVP Digital Advertising at comScore. “This integration with Nativo is a terrific example of how contextual relevance can be taken to new heights to improve campaign performance for brand marketers.”
This story first appeared in MediaPost.
About Nativo
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads.
For brands, Nativo is the ultimate content advertising platform that combines automation and insights with high quality reach to scale and optimize engagement with brand content. For media companies, Nativo provides a complete native technology stack that makes it easy to sell, deploy, and optimize native ads across their media properties expanding their revenue potential while delivering a better, non-interruptive experience for their audiences.
More than 400 brands and 400 publishers leverage Nativo’s platform to power their next-generation digital advertising. Learn more at www.nativo.net.
About comScore
comScore is the cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit comscore.com.
