#brand-suitability

#brand-suitability

Social media adoption and performance: Social media is a near-universal channel across EMEA, with 90% of advertisers active on social platforms and 87% in the UK. Confidence in performance is strong: 75% of EMEA marketers say social media feeds outperform campaign baselines, increasing to 81% in the UK. Meanwhile, 77% of advertisers in EMEA and 75% in the UK believe reels perform better relative to campaign baselines.

On Wednesday, Cognitiv released the latest version of ContextGPT, which allows brands to provide more detailed and specific targeting parameters in order to optimize ad performance, Aaron Andalman, co-founder and chief science officer of Cognitiv, told AdExchanger. Brand suitability used to rely solely on keywords, said Andalman, but Cognitiv's technology understands content situationally based on how words are being used.