How Brands Can Optimize Ad Buys for Safety, Efficacy

Content targeting depends on interplay of factors

Digital advertisers face multiple challenges when trying to reach their target audience online. They must get ads in front of their targets both safely—maintaining their brand’s values as its ads appear across the web—and effectively.

A report from contextual advertising solutions firm CONTEXTWEB outlines how brands can achieve this dual goal by taking into account both website quality and ad performance.

To demonstrate this in the context of pharmaceutical advertising, CONTEXTWEB and digital measurement firm Trust Metrics analyzed domains in various content categories to determine how many sites would be optimal environments for pharma advertisers, with respect to things like page design, editorial quality and visitor usage. On average, 14% of domains in each content category were considered optimal for maintaining the brand integrity of pharmaceutical firms that might advertise on them. The news/current affairs and travel categories had the most domains with premium value. Read More »