Demand Side Platform Introduces Keyword Contextual Targeting

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Enables Advertisers to Define, Target, and Optimize Custom Contextual Categories Using Keywords on Real Time Bidded Inventory.

"Using Keyword Contextual Targeting allows for further audience refinement and greater performance"

Fort Worth, TX, February 28, 2012 --, the demand side platform (DSP) at the intersection of search and display, today announced the launch of Keyword Contextual Targeting in the platform. The new offering further enhances’s suite of element level targeting options that allow more precision, higher performance, and deeper insights than segment based approaches. Keyword Contextual Targeting enables marketers to use keywords to instantly define, target, and optimize custom contextual categories for any campaign on the platform.

As the only DSP with both keyword-level search and keyword-level contextual targeting capabilities, continues to innovate in combining the effectiveness of search marketing with the reach and brand impact of display advertising. The launch of keyword level contextual targeting complements’s existing category based contextual targeting capabilities.

Keyword Contextual Targeting provides both brand and direct response advertisers with better control, more precision, and deeper insights than traditional contextual targeting campaigns. It enables advertisers to leverage keywords to pinpoint the pages on which they want their ads to appear. As a result, advertisers can display ads only on the web pages that contain content relevant to their offering. It also enables advertisers to bid, report, and optimize their contextual campaigns at the keyword level. This provides both improved performance, as well as deeper insights on the types of pages where their ads are most effective.

Keyword Contextual Targeting enables advertisers to reach consumers who go directly to websites in lieu of performing a traditional search. For example, an individual looking for a flat screen television may go directly to a review site where they click the category, scroll through the results, and never perform a keyword search. With keyword contextual, these consumers can be targeted when they are on pages containing very specific targeted keywords, such as model names of various flat screen models.

“Keyword Contextual Targeting brings a new level of granularity and sophistication to contextual targeting on real time bidded inventory,” said Frost Prioleau, CEO, “By leveraging keywords for contextual campaigns, it delivers the control and precision marketers have come to expect in other channels such as search marketing and search retargeting. This new capability helps advertisers to expand their reach without sacrificing precision and performance.”

Keyword Contextual Targeting complements’s other contextual targeting functionality that allows advertisers to target Web pages on 350 pre-defined contextual segments. Keyword Contextual Targeting is available in any language, and can be used in conjunction with all of’s targeting capabilities, including:

  •     Keyword-level search retargeting with recency settings from instant to 1 month
  •     Site retargeting and other first party data targeting at the element level
  •     Contextual category targeting in 5 languages
  •     Automated multivariate optimization to obtain desired CTR, CPC, and CPA values
  •     Geographic targeting to the city level (more precise than DMA) across 17 countries

"'s Keyword Contextual Targeting is a great addition to search retargeting campaigns,” said Shelley Ellis, Client Performance Strategist, Online Performance Marketing, “as using Keyword Contextual Targeting allows for further audience refinement and greater performance within campaigns."

About is a new class of demand side platform (DSP) that provides more granularity, more transparency, and greater performance than first generation DSPs. The platform is built to manage massive amounts of unstructured data, a capability that powers best-in-class search retargeting, highly granular site retargeting, keyword contextual targeting, our algorithmic optimization, and many other features. By combining the effectiveness of search marketing with the reach and the brand impact of display advertising, we the lives of online advertisers. With a worldwide footprint,, allows marketers to execute campaigns across the purchase funnel through a completely transparent, self-service platform. To get started, contact us at sales(at)simpli(dot)fi or + 1-800-840-0768. Questions about this release should be directed to Katie Grayson, kgrayson(at)simpli(dot)fi.


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Katie Grayson
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