How does Display work?

In this article, we tackle:

• Media placement

• Contextual targeting

• Paid media placement in a closed ecosystem 

• Audience Segments

• Brand Safety

• Why we aren't charging more

How does Metadata enable me to target paid media placement within specific business and industry publications? Do you allow targeting specific sites or publications? 

Metadata uses RTB (Real-Time Bidding) and Inventory targeting to purchase and serve ads programmatically across 100+ client-requested business publications and more. 

Including but not limited to:

• • • Content categories and ratings
    • Domains 
    • Placements 
    • Publishers

How does Metadata enable contextual targeting of paid media placements within content about specific business and industry topics and business buyer behaviors such as propensity or sentiment?

Using Grapeshot, a third-party provider of contextual targeting, Metadata targets client requested pages or apps based on language and keywords.

Leveraging contextual Brand Safety segments Metadata can targets pages/apps determined brand safe. In addition to that Metadata ensures brand adjacency and protects against digital fraud by using IAS to exclude suspicious activity, view-ability, and high-risk placements.

You can also target/exclude requested domain lists for additional protection.

• • What is contextual targeting? Contextual targeting refers to the placement of a display advertisement on websites that are directly relevant to the product being sold in the ad. The content within the ad is, therefore, directly related to the content on the site/page (source).
    

Will Metadata enable me to target paid media placement to businesspeople and business content within closed ecosystems (e.g. social media sites, subscription-based publishers, B2B marketplaces)?

Yes! These closed ecosystems include social media sites like Google, Facebook, LinkedIn, and subscription-based publishers like Wall Street Journal and New York Times through whitelisting key webpages.

What audience segments are available for use with Display? 

• MetaMatch Firmographic, Technographic, Intent, Contact & Account Lists
• MetaMatch Salesforce Accounts & Contact Lists
• Domain Lists (for targeting or exclusion)
• Contextual Targeting (target sites based on keywords provided)

The advantage of using MetaMatch audiences within Display is that we are not reliant on cookies to aggregate our data sources, so in a post-cookie world, you are set up for success.

Will Metadata keep my brands safe?

Absolutely! We've partnered with Integral Ad Science, an industry-leading solution to help us, and you, achieve highly viewable, fraud-free, safe, and suitable impressions across screens. 

In addition to our partnership, in-house teams continually update Metadata’s brand safety whitelist to support ad placement on favorable sites.

If you do suspect fraud, utilize our live chat resource to contact a customer support representative, or email Metadata’s help desk at [e-mail]

Will this change pricing? 

Nope! Pricing will not be impacted. Your spend is allocated between your paid channels that drive the best performance in Metadata.

Next, learn how to create a display campaign.