The digital ad platform has partnered with Yahoo's Right Media Exchange to launch a new range of contextual advertising capabilities.
Digital advertising platform LucidMedia has partnered with Yahoo's Right Media Exchange to launch a new range of contextual advertising capabilities for Lucid's ClickSense service.
ClickSense, first launched in 2004, will now allow advertisers to group content based on 60 vertically focused categories with a variety of blocking and corrective measures to prevent ads from showing up in inappropriate places. The channels include automotive, careers, apparel, finance, sports and recreation, and others.
The system, which has been in development for 10 years, is not exclusive to Right Media Exchange, according to LucidMedia CEO Ajay Sravanapudi. It will be made available to other ad networks immediately, he said, noting other unnamed networks are signed on.
"Contextually targeted ads can be significantly more relevant to users and thus more valuable to publishers, which we believe will ultimately allow advertisers to target their campaigns more effectively and drive improved conversions and return-on-spend," he said.
He added the ClickSense system has a unique method of reading Web copy to more accurately determine whether it belonged in a given category.
"On any of the other exchanges, publishers can tell you, 'This is a travel or sports or healthcare page.' But with ClickSense, we can tell you if they're telling the truth," he said. "If we say a page is about healthcare or breast cancer treatment, we can back it up with data."
The new ClickWise capabilities "will significantly help increase the prospective yield of a publisher's available inventory and improve an advertiser's ability to contextually target ads to relevant content and categories," Right Media GM Bill Wise told ClickZ News.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.