What does it mean?
Keyword-based targeting in programmatic advertising is a necessary form of contextual advertising where an advertiser can bid for inventories and display their ads only when the keyword field matches the URL or the page's content. This highly increases the ads' relevance since the target audience is browsing through the content that is closely related to the ads shown.
What can advertisers do on Kritter?
There are two ways that Kritter receives keyword information from publishers. In the case of a direct publisher, a macro needs to fill in the parameter named "keywords" in real-time.
The bid request for RTB exchanges contains a "keywords" entity under the content object (image below).
The targeting wouldn't work if the "keywords" are not passed on to the platform through any of these methods.
Advertisers can now combine keyword based targeting with the already available targeting criteria to improve the ad relevance.
Available keyword match types -
- Exact match - If this option is selected, the algorithm will match the exact word or phrase
e.g., Australia and England are in the Final of the Cricket World Cup
In this case, end-to-end words are matched with the keyword presents in Bid Request
- Fuzzy match - If this option is selected, the algorithm will match all the words, removing conjunctions, prepositions.
e.g., Australia and England are in Final of Cricket World Cup
In this, matched words can be Australia, England, Final, Cricket, World, Cup.
The matching algorithm will search for the keywords in the content or the page URL, or both, based on the selected context type.
Using the same dashboard, advertisers can also put in "negative" keywords or the keywords that need to be excluded from targeting.
Why is this important?
Keywords on the webpage URL or the content being viewed play a crucial role in setting up the context.
For example, a user in a defined target group (say cricket fans) may not be interested in a fantasy cricket app or cricket in general while they are browsing through pages related to movies. Whereas showing an ad of the said app makes more sense when the user reads about an ongoing cricket series on the internet.
This also helps marketers and advertisers to extend their success in paid search to the programmatic advertising strategies and target the better performing keywords.