It’s no secret that at Refinery89 we like to stir things up and work hard to revolutionize the digital ecosystem. Today we proudly present our cookieless targeting solution to take advertising to the next level! Our Interest-Driven Targeting Technology is a one-of-a-kind solution that helps advertisers find the perfect audience for their ads based on the content they consume on a website.
But before we begin…What is Contextual Targeting?
In advertising, contextual targeting is the strategy of placing ads on a website based on its content. This form of targeting matches ads on a website to the context of the content that surrounds it. This way advertisers can directly impact audiences that share proven interests on topics relevant to their products, which increases their likelihood of generating higher conversions and engagement. How cool is that?
At Refinery89 we have developed a technology that can do just that and more! Our Interest-Driven Targeting Technology allows us to categorize a website’s content and create targeting profiles of people to match the ads to contexts relevant to them. But we are getting ahead of ourselves here. Coming right up: Get to know our fantastic advertising solution!
Without further ado: Meet our Interest Driven Targeting Technology
Our Interest-Driven Targeting solution helps maximize campaigns and protect brands by preventing ads from appearing next to negative content. It does it by scanning the context and sentiment of an article. Once reviewed, the articles get categorized into our system. Then, the interest of users is tracked based on reading behavior on all the websites in our network. The more a user reads about a topic, the higher their interest.
Based on users’ interests, Our Campaign Ops team creates targeting profiles, allowing advertisers to find people across their network who share these interests. With these targeting profiles, advertisers can target the specific audience they want and reach new clients.
As Gijs Witteveen, Head of Commercial Operations here at Refinery89, would describe it:
Interest-driven targeting changes from where you advertise, to who you advertise. We are reaching the people that make a purchase decision. It enables you to pinpoint the exact users that will listen to your message, because they are already interested in your, or similar products.
Real-Life Example
We’ve put our Interest-Driven Targeting Tech to the test with our clients and you won’t believe the results! Let us tell you about BMW. They launched several digital campaigns to promote their iX Series, but they were meeting low CPMs because their targeting was too broad and not reaching the right audience. BMW needed a hand to optimize their advertising budget and target audiences interested in their electric vehicles, so we came to the rescue!
To achieve the desired results, we used our Interest-Driven Targeting technology to identify a user segment interested in luxury car brands, environmental sustainability, and green tech. Then we delivered the campaign through high viewability placements in premium content positions.
This resulted in an reach of over 5M unique devices, an insane +65% CTR with over 21K clicks and 75% viewability. How cool is that?
Read the full success story right here: BMW iX Series | Success Story | Refinery89
Level up your targeting!
This new technology is changing the ad targeting game. Our Interest-Driven Targeting Tech lets advertisers target niche audiences on a large scale because they can only reach the users that have shown a proven interest in a matter that relates to their product or brand. Instead of a wide spray and pray on a cluster or context, advertisers can now serve strictly on a specific segment of users in a broad network of websites.
Fancy trying it out for your self? Get in touch with out Direct Sales team to get your ads running!
