Nutan Jadhav, 22nd February, 2023:
Contextual targeting is making a comeback in the digital world thanks to rapidly developing technologies.
The company e4m(Exchange4Media) which covers advertising, media, and marketing, conducted their own TechTalk show where they spoke with Nitin Gupta, the founder and CEO of Xapads Media, about the significance of using keyword context in digital marketing.
Long ago, there was a lot of emphases placed on using the right keywords in the right places, so every marketer without exception used to include relevant keywords in their brand’s websites as well as with their products and services in order for their Google Adwords campaign to rank at the top of the search results as a result of Search queries.
Before, keywords were evaluated according to their positive or negative connotations or effects, but today the situation has entirely altered because the same term may be used to indicate a wide variety of things thanks to the ongoing updating of the English language’s lexicon. Therefore, technology players like Xapads Media have developed their own artificial intelligence tool that can first scan all the context provided on websites and mobile applications before displaying those relevant adverts at the appropriate location.
Since this was initially judged solely on the basis of text, but now contextual advertising has greatly advanced, with brand associates now requesting the usage of videos and images in their websites’ galleries in order to appear in Google’s search results. The AI Tools created by none other than Xapads Media are what make it feasible for videos with material relating to Ramadan that will be advertised in Eastern Market Place to only be published around Canvas.
Since technology is developing quickly, both contextual analysis and technology were highly aware of which videos publishers preferred to be displayed. The cookieless future, which requires adoption by every company and collects direct context data from email sign-up forms, newsletters, and surveys, means relying on first-party data around websites rather than third parties.
As a result of this, In 2019, Xapads Media developed their AI-Tool and used it to connect to 75,000 publishers, who in turn connected to 1.5 billion people worldwide. They also collected information data directly from their own platform as well as the platforms of their partners and OEMs who collaborated with them, setting the final data.
With the help of those terabytes of data, we were able to use predictive analysis to help the AI understand how a specific user will interact with a brand. We did this by using a variety of signals related to a user’s data, such as likes and dislikes, demographics, and other indicators, to determine which particular person is most likely to convert to a particular brand.
