Did you know that you can offer Dynamic Contextual Ads to your Advertiser and Publisher clients, when using EXADS white-label ad serving platform? Let’s take a deeper look into what are Dynamic Contextual Ads? How they work and what benefits they bring to both your Advertiser and Publisher clients.

The Problem: The Multi-Campaign Bottleneck\

To target ads contextually and end users, traditionally, Advertisers need to create several different campaigns; each campaign would need specific ad creatives, CTAs, and landing pages to match a creative to a specific keyword or category. This requires creating dozens of individual campaigns. Leading to:

  • Hours spent on manual setup.
  • Managing dozens of budgets and bid adjustments.
  • Data is spread across too many points.

The Solution: Dynamic Contextual Ads

Dynamic Contextual Ads allow Advertisers to create a single master campaign but with dynamically changing ad creatives, CTAs and landing pages. Each of these marketing materials then can be tagged with specific categories and keywords.

Now when an Advertiser bids for and wins an ad zone, the ad zone sends a real-time signal to the campaign with the relevant category and keyword tagging. The system will send a Signal to identify which of the campaign’s marketing materials are tagged with matching keywords and categories Then the corresponding contextual ad creative, CTR and landing page is then automatically displayed to the end user in real-time. Dynamic Contextual Ad are available for In-Stream (Video) – VAST Delivery and (Banner, Native, Fullpage Interstitial and Popunders – iFrame Delivery.

How Dynamic Contextual Ads Work\

When an Advertiser on your platform bids for an ad zone, the process is seamless:

  1. EXADS ad server detects the contextual Signals (Category, Keyword Tags, etc.)
  2. Macros pass these signals dynamically in real time.
  3. EXADS ad server identifies which marketing materials in the campaign match those specific tags/endpoint parameters.
  4. The Campaign Endpoint reads the parameters like the corresponding creative, CTA, and landing page, which are served instantly to the end user in real time.
  5. The end user sees a completely relevant ad, increasing the chances of conversion.

So the ad server will pass real-time parameters from the Publishers ad zone to the Advertiser’s creative URL. These signals allow the ad to know its surroundings before it renders. The parameters assessed are:

  • keywords: The Core Signal in providing page context.
  • zoneid: Identifies the specific placement on the Publisher’s site.
  • **device: **Detects mobile or desktop (essential for Native & Push).
  • country: Based on the end users’ GEO in real-time.
  • clickid / s1: For conversion tracking.

Case Study using Dynamic Contextual Ads

To show you the power of this feature, here is a case study that shows performance lift in VoD campaigns that decided to go from broad targeting to Dynamic Contextual Ads.

The Advertiser targeted a specific website with In-stream Video ads.

  • Campaign #1 used broad targeting and 1 ad creative.
  • Campaign #2 used two different ad creatives and landing pages that were Dynamically Tagged, one with a specific Studio name and the other with a specific Actress’ name.

Here are the results of the performance of both campaigns:

Case Study Dynamic Contextual Ads

The Result: As you can see, the Dynamic Contextual Ad campaign generated significantly more clicks and higher CTRs due to each video ad’s contextual relevance to the end user. Conversions were also high, and even though the specific Actress name conversions were lower than the Studio name conversions, the eCPA was lower, increasing ROAS.

How to Set Up Dynamic Contextual Ads

Because EXADS white-label ad server is a self-service platform, you can instruct your Publisher and Advertiser clients on how to enable Dynamic Contextual Ads. \

Firstly, Publisher clients should add any relevant contextual keywords to each ad zone that sits next to or within content that they want to be targeted with Dynamic Contextual Ads. \

Advertiser clients should build their own Dynamic Creative Endpoint, here are the requirements:

  • Accept URL Parameters: It must be programmed to read the macros passed by the ad server.
  • Instant Rendering: Speed is critical for maintaining high win rates and user experience.
  • Format Support: The endpoint must be able to serve the correct dimensions and formats (banner 300x250 / native / video) using iFrame, HTML/JS and VAST (for video)\

The Advertiser back end must:

  • Read parameters (keywords, device, geo, etc.)
  • Apply logic to decide what to show

Example logic:

Example logic Dynamic Contextual Ads

The Advertiser should create a large creative asset library to include: several ad creative variations, multiple CTAs, range of landing pages for each contextual situation and organized by: Tags / categories, Device, GEO, Vertical (Games, Dating, AI, etc.) In order to optimize Dynamic Contextual ad campaigns, S2S postback or pixel tracking should be implemented.

Here is an example tag:

Example tag Dynamic Contextual Ads

Benefits of Dynamic Contextual Ads for your Advertisers

  • Scalability: Scale one master campaign rather than many campaign variations.
  • Automate bidding: Fully compatible with EXADS’ SmartBid algorithm to automate wins.
  • Budget Control: No more fragmented budgets; one pool of capital works more efficiently.
  • Rapid A/B Testing: Advertisers can swap out creative variations for specific keywords without restarting the entire campaign.
  • Increased CTRs & VTRs: Advertisers using these features have experienced improved conversion rates, providing a stronger ROI.

Benefits of Dynamic Contextual Ads for your Publishers

  • Premium Ad Experience: Ads feel like a natural extension of the site content, not an interruption. The ad will be highly contextual and likely to be very interesting to that end user.
  • Higher Advertiser Demand: Specific ad zones with quality Keyword targeting help Advertisers find the right moment and ad creative to serve to the end user. This increases CTRs, the value and relevance of the website and its ad zones to Advertiser targeting.
  • Increased Competition: The ads are more effective because they serve a highly relevant contextual ad to the end user, increasing competition as Advertisers are willing to bid higher for specific, high-quality keyword tags.
  • Stronger eCPMs: Higher demand and better performance buyer retention drive up the overall value of your publishers’ traffic.

Conclusion

Staying ahead of the game in the ad serving industry is paramount, and EXADS platform empowers creativity and efficiency which enables features like Dynamic Contextual Ads. Dynamic Contextual Ads give your Advertisers and Publishers an ad server that is a high-performance engine that serves the right message, at the right time, every time. Find out more about EXADS white-label ad server today!