Contextual is the oldest form of ad targeting. It was the staple of all targeted display advertising before the advent of the internet and there have been frequent attempts to update it for digital media. Silverbullet is launching 4D, which it claims is a true omni-channel contextual targeting and brand suitability platform for digital media planning and buying.
According to Umberto Torrielli, Silverbullet’s Chief Strategy Officer, 4D allows advertisers and agencies to define the perfect context for their ads to appear against, and to apply that context across all addressable channels. At launch, it works across display, video and mobile, while programmatic audio, addressable TV and in-app are next on the roadmap.
To address contextual video, the team has developed an advanced computer vision-based solution that can identify objects, logos and nudity among various signals, allowing the platform to seamlessly offer sophisticated targeting and brand protection on this premium inventory.
“The philosophy behind 4D is that, as an advertiser, you shouldn’t have to worry about what medium a consumer will be seeing your brand in,” says Torrielli. “If they’re reading an article or if they’re watching a video, you shouldn’t have to worry about setting different rules and figuring out what platforms to set those rules in. Rather, you should be able to just set that brand suitability context once.”
Brand suitability isn’t just about the content you want to appear next to, of course. It’s also about the content you want to avoid. 4D’s contextual understanding allows brands to set safety rules, but also means the platform can suggest contexts where a brand may not want to appear.