ThinkAnalytics has launched ThinkContextualAI, a contextual advertising system that increases options for advertising that takes audience engagement and privacy into consideration.
ThinkAnalytics has developed and launched ThinkContextualAI, a contextual advertising system that increases options for advertising that takes audience engagement and privacy into consideration. This product complements the company's broader ThinkAdvertising software, focussing on ad targeting developments across Connected TV (CTV) platforms.
Combining ThinkAnalytics' two decades of expertise in viewer behaviour and AI technology, ThinkContextualAI leverages a proprietary ontology of more than 40,000 metadata tags, designed to decode not only what content is about but why it resonates with individual viewers. An ontology shows the properties of a topic and how they are related, by defining a set of terms – in this case, metadata about video content and audiences that watch it.
With this insight, ThinkContextualAI aims to help CTV advertisers to engage with audiences without invasive tracking. Content signals, such as genre and sub-genre, are mapped to a known set of ontological tags so that they can be used more consistently by Supply Side Platforms (SSPs), which automate the sale of display, video and native ad space on websites and apps based on impressions.
As fragmentation increases, privacy regulations tighten and personal data access diminishes, advertisers are challenged to engage with audiences. Traditional contextual advertising tools often fall short, either lacking real interest for viewers or failing to capture the true mood and engagement factors of content. Furthermore, SSPs are seeing up to 11 million similar but different titled genres and subgenres, meaning buyers can't reliably buy into content-based audiences.
ThinkContextualAI fills this gap, enabling advertisers to target viewers more effectively by moving beyond simple context to align ad placements with themes and emotions.
"Our 40,000+ metadata tags represent not only the subjects of content but also why viewers connect with it," says Peter Docherty, CTO & Founder of ThinkAnalytics. "This capability allows advertisers to achieve a new level of relevance and resonance in ad placement, benefiting both viewer engagement and campaign performance."
ThinkContextualAI has access to an extremely large data set of over 470 million real time viewers. Its contextual targeting capabilities for advertisers include Audience Segmentation that advertisers can use to reach high-value segments like luxury lifestyle and travel enthusiasts without using personal data.
Users can scale across huge content libraries with consistent, relevant categorization to strengthen the impact of advertising campaigns. Equally important, advertisers can deploy campaigns that are compliant with global privacy standards, helping them to maintain audience trust while improving results.
ThinkContextualAI also improves on the known metrics for campaign effectiveness and user experience such as raising ad recall through genuine content-ad alignment and maintaining ad relevance, increasing viewer engagement. It can ultimately enhance ROI with targeted placements tuned for privacy, and reduce irrelevant placements. thinkanalytics.com
