4 Reasons Contextual Data is the Best New Sales Tool for Publishers

Context: it’s what makes up everything you are, any content you consume. Today, rather than utilizing contextual information, many companies violate the private information of a user in order to target them with content, products, or services they think the user will enjoy.

While the use of cookies and 3rd party data may still (for the time being) be useful in a lot of ways, content consumers are angered by the misuse of their private information, and lawmakers are quickly making changes to how companies can track and utilize user data. Apple’s iOS changes have made a huge dent in publisher revenue, and Google’s cookie depreciation is not too far away. It’s time for the industry to find data alternatives - and fast!

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And if you don't know the benefits of leveraging contextual data to better align your publisher ad inventory with ad revenue opportunities, here are a few examples:

Understanding Audiences‍

Contextual data can provide valuable insights into the interests and behaviors of a publisher's audience. By analyzing content (i.e. pages, videos, images, text, etc.), and its consumption, sales professionals can gain a deeper understanding of what topics are most appealing to their audience and best align advertising clients with their target audience. 

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Personalization

Publishers can use contextual data to create personalized content segments for their clients. Current data strategies involve tracking a user’s browsing history to serve them ads related to things they may have been looking up in the past. This is not always accurate. Contextual data is more efficient because it doesn’t analyze a person’s personal history, but rather the content that they are choosing to view in the moment. 

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Identifying New Revenue Streams

Contextual data can reveal new opportunities for revenue generation. For instance, one of the greatest parts about contextual data is its ability to develop a more accurate and intuitive relationship with your audience. This allows publishers to potentially generate new revenue streams through more/new channels, as audiences are more likely to convert. Sales professionals can then use this to leverage and pitch new offerings to potential clients and build out their sales pipeline.

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Optimizing Ad Performance‍

Contextual data can be used to improve the performance of advertising campaigns. By analyzing user behavior and engagement metrics, sales professionals can identify which types of ads are most effective for different audience and content segments. This can help publishers to optimize their ad placements and messaging for better engagement and higher click-through rates. The best part is that contextual data is more effective because it analyzes audience behavior in real time.

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Overall, by leveraging contextual data, publishers can better understand their audience, create more valuable content, and develop new revenue streams. The media & advertising industry has become codependent on cookies and 3rd party data, despite the fact that there are more fruitful ways of accumulating and applying data. WowYow is proud to be able to offer affordable and accessible AI solutions for all, and we believe context is what will create the rich, authentic experience users are looking for without invading their privacy. 

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