Understanding Contextual Relevance and Efficiency

A Comparison of Contextual Intelligence Vendors and Behavioral Targeting

GumGum, in partnership with Dentsu Aegis Network, examines and compares behavioral and contextual targeting methods in an effort to cost effectively reach target audiences in relevant, brand safe environments.

The report finds:

  • Contextual targeting was more efficient than behavioral targeting on average across campaigns when looking at three different measures for cost efficiency (CPC, vCPM and in-demo eCPM)
  • GumGum Verity™ had the highest percentage of relevant pages across all four Contextual Intelligence vendors.

Read the full report now.