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Fork Media Group launches ContextAds, a programmatic platform for marketers

ContextAds enables brands to take a well-informed ad decision through its AI/ML-backed platforms while helping marketers establish stronger brand connect. Brands can also get granular details such as sentiments, entities, content categories, user intent

Media tech entity Fork Media Group announced the launch of ContextAds, a programmatic platform to enable marketers adopt a holistic approach towards digital advertising. Having delivered more than 1,000 brand campaigns through the managed service route, the programmatic platform of ContextAds is an enhancement to the digital advertising offering of Fork Media Group.

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ContextAds enables brands to take a well-informed ad decision through its AI/ML-backed platforms while helping marketers establish stronger brand connect. Through this platform, brands get granular details such as sentiments, entities, content categories, user intent and, hence, they don’t have to rely on just a bunch of keywords and categories to make ad decisions. 

ContextAds is an SSP with a data management platform backed by one-of-its-kind combinations of context and audience data married with crucial factors like content quality, brand safety and viewability. The platform gives marketers access to more than 100 publications across India, GCC and SEA regions. Through ContextAds, marketers can process the image, article text, headline categorisation to not only deliver context but also deliver other extremely relevant parameters such as brand safety, including dynamically striking off nudity, violence, negative social trend through entity extraction. This enables brands to target audience, context or both for a particular category that marries itself seamless to their product's attributes.

Sammar Verma

In addition to helping marketers, Fork Media Group is also helping publishers to improve the yield optimisation of advertising space inventory on websites to minimise wasted space and maximise views. Sammar Verma, Founder and Group CEO, Fork Media Group, said, “The platform was built with a view to solve the problem of declining yield on display for publishers. We have always viewed the conventional display formats to be broken and, hence, we identified context as a key missing link in the whole chain. Through this platform, we aim to bring back the incremental value on inventory through context. Historically, context has existed in the market primarily through key-word targeting and, in our view, that approach is highly inaccurate so technologically we have taken it light years ahead with AI and ML. We have now added layers of audience to our context data and programmatic capabilities to further enhance context delivery and monetisation, respectively.”

Adding his thoughts on the relevance-building aspect offered by the platform, Nikhil Sheth, CTO Fork Media, said, “Our proprietary ContextAds technology scans content and images across millions of pages, helping you to target contextually relevant pages. Our page screening technology also ensures that your brand is never advertised on pages with any inappropriate content. Along with this, our audience targeting helps you to target right audience based on their interest and behaviour. By combining power of page context, content safety and right audience, we make sure that your reach right audience all the time.”

Talking about leveraging a tech-forward approach, Santosh Khandekar, Product Head, Context Ads, said, “With ContextAds, we are aiming to revolutionise the ad-decision model while delivering a controlled and scalable media buying experience through the Private Marketplace (PMP). Our proprietary technology managed to combine the audience with context to get a conclusive understanding of the user's past activities and present content consumption, helping brands deliver personalised brand awareness through innovative ads.”

FMG is a media tech entity with offices across India, GCC and SEA. FMG operates in two main areas in digital space, including AdTech (proprietary tools of contextual and native performance advertising) and branded content (owning new-age media assets and influencer marketing platforms). What started as a plain simple native platform that delivered scale, efficiency and transparency has evolved into a viral lab leading the new-age media space with content communities such as Curly Tales, Hauterfly, Ask Men, IGN and Mashable India. Through its journey, FMG has built a pervasive ecosystem with network effect through which it reaches audience size of over 8million with over 400million video views annually.

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