Contextual advertising platform Seedtag this week introduced Contextual TV to help brands use contextual targeting tactics in their streaming ad buys. The product constructs audience segments based on online consumption patterns and viewing habits. Brands can target these audiences through demand-side platforms including The Trade Desk and Google’s DV360, according to an announcement.

In this interview at the Beet Retreat San Juan, Lora Feinman, Seedtag’s head of sales, discusses the significance of contextual advertising, or placing ads within content that’s relevant to a brand and its target audience. Contextual advertising is a key strategy in grappling with what marketers call a loss of signal, or the diminished ability to gather insights about people’s exposure to advertising and their intentions to buy a product.

“Contextual advertising will revolutionize how we approach many channels due to its ability to understand digital environments as well as cater to user interests,” Feinman said to Beet.TV contributor Rob Williams.

Automated content recognition, a technology that identifies content played on a media device or presented within a media file, can help marketers determine the right context for cross-platform campaigns, including those on connected television.

First-party data priorities 2024

“We’re trying to bridge the gap between automated content recognition on connected devices, as well as online viewership and online readership and online interests,” Feinman said. “This enables us to create a holistic understanding of that target audience. All of that will help us deliver back better brand awareness, better KPIs, and better performance for our advertising partners.”

Seedtag’s artificial intelligence technology, dubbed Liz, is a key part of the company’s contextual ad platform. Its data sources include geolocation, ad placement, ACR data, contextual data, device type and publisher data, among others.

“We’re continuously aggregating over ten different data signals and those across the open web and across advanced television,” Feinman said. “We can then use the power of AI to map similar interests around that target audience. That enables us to expand the reach for our advertising partners, as well as provide them with opportunities to target beyond the obvious.”

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