UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities.
Content in context
But there is one area where LADbible feels positive about the future of addressability: contextual targeting. Using its proprietary content taxonomy to categorize content across its various owned-and-operated sites has been a major priority for LADbible.
LADbible uses content tags placed within its CMS to categorize content at the page level and has site verticals dedicated to key categories, such as food, sports, gaming, tech and news, for contextual targeting at the domain level.
The contextual approach also extends to LADbible’s social media channels, which have historically been a key traffic source for the publisher. LADbible operates dedicated social media profiles for many of its individual site verticals.
If a user lands on a FOODbible article after clicking a link from the FOODbible Facebook page, LADbible can package that impression for sale to brands looking to reach cooking enthusiasts.
LADbible is also experimenting with ways to improve its on-site user experience, including integrating user experience optimization service Browsi’s solution for tailoring ad placements to individual users based on their on-site behavior.
Video monetization is another priority through an on-site integration with Connatix’s video platform. “I’m actually surprised how willing Connatix is to put me in touch with their buyers directly,” Rizaev said.
Working directly with advertisers is LADbible’s preferred approach, and the bulk of its ad business has traditionally come from direct sales. But it’s also looking to ramp up its growing programmatic business in response to buyer preferences.
For example, LADbible’s advertisers are starting to embrace programmatic direct or private marketplace (PMP) deals as opposed to direct IOs. There are challenges, though.
Managing PMPs can be costly and time-consuming for a publisher, and just because a publisher sets up a PMP for a brand doesn’t mean that buyer will actually spend through the PMP, Rizaev said.
“PMPs are not committed revenue,” Rizaev said. “And they need to be constantly serviced.”