impact.com, a global infrastructure for partnership-driven commerce, has announced impact.com Contextual Ads for publishers, a new monetization solution available in the impact.com platform through the impact.com publisher tag and the impact.com Contextual Ads API.
Contextual Ads is the first retail contextual monetization solution built for commerce content, says impact.com. With the Contextual Ads API, impact.com says it is the first performance marketing platform able to deliver CPC campaigns via an ads API, marking a new beginning for how publishers access performance demand.
“Brands have historically had to choose between the scale of performance marketing and access to premium publishers, because the process of building those relationships can be slow and difficult to manage,” said David Burke, senior director - media, impact.com. “With Dianomi and additional impact.com publishers, brands can now extend their performance programs to premium publishers on CPC, launch without sales negotiations and see the results alongside the rest of their partnership activity in one platform.”
The launch follows impact.com's new direct integration with Dianomi, a premium native advertising platform for the business, finance and lifestyle sectors, whose global publisher network includes the likes of The Wall Street Journal, CNN, AP News, Washington Post, The Times, The Guardian and Reuters, the company continued. The integration marks a new phase of growth for Contextual Ads: the technology is live, it works and it is ready to scale. It is the first step in connecting impact.com's more than 7,000 brands, and their campaign budgets, with premium publishers.
The launch extends performance marketing into premium editorial environments, where access has traditionally relied on direct publisher relationships, negotiated placements or separate media-buying platforms. impact.com brands set up campaigns which place product ads in contextually relevant shopping articles, added the company.
impact.com Contextual Ads uses contextual targeting to match ads to relevant editorial content as pages are published. The technology analyzes the content of an editorial page and places relevant brand offers in appropriate retail categories, helping brands reach relevant audiences while maintaining a performance-based buying model.
With brand campaign budgets already in place, impact.com says it is now inviting more commerce and lifestyle publishers to join Contextual Ads.
“Dianomi has always been focused on premium, trusted environments and measurable performance, and as we expand into lifestyle and ecommerce, impact.com gives us access to a global base of performance-focused brands and the technology to measure what matters,” said Adam Dean, commercial lead, Dianomi. “Together, we’re making it easier for brands to reach our Tier 1 publishers while connecting premium content environments with performance outcomes.”
For brands, Contextual Ads brings contextual advertising into the platform they already use for partnerships, on a cost-per-click basis, tracked alongside their affiliate programs.
impact.com Contextual Ads on Dianomi is available today in the U.S. and U.K., with Australia and additional markets available on demand.
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