From third-party cookie deprecation to the ever-evolving brand suitability dialogue, today’s digital advertising industry calls for a balance between meeting buyer requirements and honoring user privacy. Here at DV Publisher Suite, it is one of our top priorities to help publishers strike that balance with smarter and more nuanced solutions that support a more privacy conscious internet while still getting the right ads in front of the right people. In that spirit, we are proud to introduce new contextual insights as the latest enhancement to Inventory Quality!

The State of Contextual in a Privacy-forward Internet

Although the long-term outlook for third-party cookies has changed significantly with Google’s recent announcement, the need for contextual activation is still strong. That is due in no small part to global privacy regulations and the steps that other entities like Apple have taken to uphold them. From an operational perspective, that makes a context-based solution one of the most viable options regardless of user consent, device or browser type. But despite their necessity, contextual insights can also contribute to a better all-around way to approach ad delivery that enhances the value of a publisher’s inventory. Combined with independent and neutral measurement, contextual solutions establish a foundation for advertiser trust that increases scale and revenue for publishers.

Available Now: DVPS Contextual Insights for Publishers

Our contextual insights are derived using DV’s Universal Content Intelligence engine. Our proprietary technology can classify content ontologically into over 200,000 concepts represented by over 400 signals. The engine then automatically organizes content into highly contextually relevant and accurate categories, including in-market and event-based categories — all without the need for third-party cookies. The result is a system that goes far beyond other solutions that rely on keyword analysis or behavioral data alone. With DVPS contextual insights, publishers can now maximize the relevance between an ad and the content with which it is served, resulting in increased attention and engagement across their intended customers.

Publishers can also rely on contextual insights to gain a collection of measurement data that helps them in their transactions with brands and agencies. This data gives publishers a glimpse of how their inventory is perceived by buyers, and can help inform important processes like pricing, packaging and performance forecasting. Contextual insights also offer publishers a categorical understanding of their inventory’s value to buyers:

• Avoidance Categories – Quickly understand how inventory is classified by DV as part of categories that are perceived as negative by advertisers and agencies. These insights go down to the URL-level, and can help publishers understand which categories your advertising partners may use in their DV brand safety and suitability settings.

• Contextual Categories – Easily see which categories an advertiser may choose to positively align with in their DV brand safety and suitability settings. Contrary to contextual avoidance, these insights can help maximize inventory compatibility with advertising partners.

This addition is seamlessly added to Inventory Quality’s industry-leading visibility into buyer metrics like viewability, brand suitability and fraud. Plus, unlike other contextual segmentation, they utilize neutral data to facilitate transactions with brands. Combine all of this with DV’s reputation for independence, and DV publishers are now even better equipped to offer more complete transparency to their buyers and scale across channels with accurate, privacy-friendly and scalable insights. These insights can help publishers in a number of ways, such as:

• Creating custom packages or deals and selling them to advertisers for premium CPMs

• Analyzing contextual category performance and identifying high and low performers

• Boosting appeal of publisher-friendly PG and/or PMP inventory

As the internet continues to evolve in a privacy-conscious direction, contextual activations should continue to feature prominently in short and long-term strategies. If publishers can continue to adapt alongside solutions like, they should continue to see positive growth and outcomes no matter what might (or might not) come their way.

Want to learn more about DVPS contextual insights? Or do you have a question about DVPS in general? Reach out today to schedule a demo!