Mike Henry<\/a>, chief executive of contextual analytics firm OpenSlate, said in this interview with Beet.TV. \u201cThree or four years ago, people were primarily thinking about identifying the user that they want to get in front of. Content become more important as the opportunity to individually target users became under threat with the deprecation of cookies and unique identifiers in phones.\u201d<\/p>\nHis company started with a focus on helping marketers to identify quality content for ad placements on video-sharing site YouTube. OpenSlate has expanded to other platforms including Facebook, TikTok and Twitter as advertisers seek consumers whose media appetite includes influencers and creators.<\/p>\n
\u201cThe original idea remains the focus for the company, which is\u2026.advertising is going to run a lot more places in the future than it has in the past,\u201d Henry said. \u201cWe started not with brand safety or suitability, but with quality \u2013 understanding that advertisers would try to compare the content that\u2019s on a platform like YouTube with content that\u2019s on television.\u201d<\/p>\n
Awareness of Social Responsibility<\/h3>\n
Many major companies have been mindful of their broader responsibilities to society for years. However, the past couple of years of the coronavirus pandemic, protests against racism and growing awareness of fake news have pushed more advertisers to scrutinize the digital content they support. OpenSlate has been able to show that consumers are much more likely to pay attention to ads that are within content that\u2019s relevant to them.<\/p>\n
\u201cAdvertisers can\u2019t just let algorithms determine where they\u2019re going to run,\u201d Henry said. \u201cThey need to be involved in the decision about where their ads are running and what content they\u2019re supporting.\u201d<\/p>\n
OpenSlate plans to expand to more media outlets to help its clientele to better track the effectiveness of their cross-platform campaigns.<\/p>\n
\u201cUltimately, our goals is to measure all ad-supported content with the same set of metrics,\u201d Henry said.<\/p>\n
You are watching \u201cReshaping Contextual Advertising,\u201d a Beet.TV leadership series presented by OpenSlate. For more videos, please visit\u00a0this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"The media marketplace has become more fragmented with the proliferation of streaming video and social media platforms, giving advertisers more ways to reach audiences. As targeting becomes more challenging amid greater awareness of privacy issues, the context of ad placements within quality content is regaining prominence. \u2018The content side of the equation has become a […]<\/p>\n","protected":false},"author":24,"featured_media":75787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8903],"tags":[8173],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75780"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75780"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75780\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75787"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}