How D/Cipher enhances contextual targeting
The technology, which blends the high-intent nature of Dotdash Meredith content with machine learning, lets advertisers serve relevant ads to people without third-party cookies, alternative identifiers or registration walls.
When combined with the massive reach of Dotdash Meredith, with 48 brands reaching more than 30 million people per day, D/Cipher represents one of the most scaled contextual solutions on the open web, the publisher claims.
“If you are trying to figure out how to get down your kid’s fever at 2:00 in the morning, we know everything there is to know about you,” Vogel said. “Your name, address and what movie you searched two days ago don’t matter. We know with certainty that you are being a parent right now.”
By knitting together insights from across its portfolio of brands, Dotdash Meredith can offer both sufficient scale and a layer of cross-visitation context that competing solutions are unable to replicate, according to the consultant.
“Dotdash Meredith has made contextual such a strong component of [its] direct offering that instead of using it as a tool, [it is] now wielding it as a feature,” the consultant said. “Most publishers lack the scale or depth to offer the nuance they can.”
With D/Cipher, Dotdash Meredith has married the common sense of contextual targeting with the insights unlocked from inputting billions of data points into its ML technology. This has let it unearth behavioral patterns that go beyond surface-level context, said chief innovation officer Jon Roberts.
For instance, serving ads for stain-removal products alongside barbecue recipes performs incredibly well, as does consumers of luxury cruise vacations reading about mutual funds over index.
Buying D/Cipher based on performance
Since debuting the technology in May, Dotdash Meredith has used it, to some degree, in more than 152 direct advertising deals, according to the publisher. The media company will still transact using any method an advertiser prefers.
So far, only a handful of clients has executed a campaign exclusively using D/Cipher, but Vogel attributed that primarily to the short amount of time the technology has been in the market.
Currently, D/Cipher is still only available through direct transactions and private marketplaces. But the technology will be available through open-exchange programmatic channels in the next 90 days, according to Vogel.
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