Dentsu spearheads innovative solution to programmatic CTV advertising challenges

Highlighting the ever-evolving landscape of digital advertising and the need to push the boundaries of what is possible in the field of ad tech, Dentsu, a prominent player in the advertising industry, is spearheading a groundbreaking initiative to introduce keyword-based contextual targeting and brand safety controls to programmatic connected TV (CTV) buying.

This move aims to address what agency executives have identified as a significant gap in the market.

Programmatic Connected TV (CTV) buying refers to the process of purchasing television advertising inventory through programmatic advertising technology and platforms. It allows advertisers to leverage data-driven and automated methods to target their desired audience with relevant video ads on CTV screens.

Dentsu’s innovative solution, known as “Contextual Intelligence for CTV,” leverages cutting-edge technology from ad tech partners such as GumGum’s Verity and Iris.tv. What sets this approach apart is its ability to eliminate the reliance on cookies and personal identifiers, a departure from traditional methods. Moreover, it goes beyond generic genre-based and broader contextual targeting techniques.

The breakthrough lies in its capability to offer precise keyword targeting at the video level, akin to what’s commonly applied across various digital media platforms today. This approach targets movies and video series, particularly those featured in free ad-supported (FAST) and other ad-supported offerings.

One of the key advantages of this innovative approach is the introduction of brand safety controls that were previously limited or unavailable in programmatic buys of FAST and other ad-supported video libraries. Traditionally, brands have struggled with the challenge of ensuring their ads are placed in safe and brand-appropriate contexts. For instance, last year, Procter & Gamble Co. found its ads appearing alongside content like the movie “Fight Club,” known for its extreme violence and explicit references, which contradicted the company’s stringent content standards.

According to Akash Jairath, Chief Product Officer for Dentsu Media U.S., contextual targeting in streaming content has been a “blunt instrument” until now. He emphasized the uniqueness of Dentsu’s solution, allowing advertisers to precisely target content with keywords and categories, creating custom segments to reach their desired audiences.

While the adoption of this keyword targeting approach is still in progress with supply-side platforms (SSPs) and demand-side platforms (DSPs), Dentsu remains optimistic about its future. Jairath stated that they are collaborating with DSP partners and SSPs to accelerate the integration of Contextual Intelligence, believing that client interest will drive the necessary scale for its widespread adoption.

Brand safety is a paramount concern for many advertisers. This new system permits the filtering of content categories based on the standard protocols of the Global Alliance for Responsible Media (GARM). Keith Pieper, Senior VP of Product for Dentsu Media U.S., highlighted the system’s ability to apply consistent contextual signals and GARM filters to CTV content, ensuring a safe environment for brands.

Furthermore, Contextual Intelligence enables precise content exclusion, allowing advertisers to filter out specific elements, such as extreme violence, without the need to exclude entire content categories. This approach provides advertisers with greater flexibility and control over their placements.

Industry insiders have also praised Dentsu’s initiative.

Phil Schraeder, CEO of contextual digital advertising platform GumGum, commended the company for building a pioneering video-level solution that enhances transparency for advertisers.

On his part, Field Garthwaite, CEO and co-founder of Iris.tv, a CTV content data platform, expressed optimism about setting new standards in the video advertising ecosystem through universal content identifiers and true contextual analysis.

Dentsu’s innovative approach to keyword-based contextual targeting and brand safety controls in programmatic CTV buying is poised to redefine advertising standards and create a safer, more precise environment for brands to connect with their audiences.