In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Georgia Campbell, Head of Strategic Partnerships at Kontext.
What types of audiences does Kontext provide, and what are some top use cases for these insights in marketing strategies?
Kontext leverages its 1st-party, deterministic shopping data to generate real-time online audiences. What sets Kontext apart is our ability to see the entire consumer journey, from shopping interest to intent and purchases, at a SKU-level. This comprehensive visibility allows us to create purchase-based audiences across various consumer verticals, such as frequent online shoppers, consumers shopping for beauty, segments using Mastercard, or Black Friday enthusiasts.
Our data engine, built on a foundation of approximately 100 million consumer profiles and over 10 billion full-funnel, real-time shopping events, enables the creation of precise audience segments. This real-time 1st-party shopper data is invaluable for partners aiming to understand and engage with consumers more effectively.
Whether a brand wants to activate past shoppers in a specific category or reach new audiences with a propensity to buy, Kontext provides the insights needed to make informed decisions.
Some examples of audience types include these (and hundreds more):
- In-Market Shoppers: Consumers showing high intent to purchase specific categories, like skincare or electronics, based on recent online behavior.
- Past Purchasers: Shoppers who have made verified purchases within specific time frames, such as beauty products in the last 18 months.
- Frequent Shoppers: High-frequency buyers identified through repeated purchasing behaviors.
- Seasonal Shoppers: Consumers active during key shopping seasons, like Black Friday, Mother’s Day, Valentine’s Day, etc
- Premium Buyers: Shoppers who used a premium CC (eg. Amex) and a higher AOV (average order value)
- Beauty Buyers: an audience that has indicated intent to purchase beauty products (deterministic past purchasers also avail)
By using Kontext data, brands can identify the right audiences across multiple verticals, such as retail, CPG, health & wellness, auto, business, energy & utility, financial, and travel. Additionally, our collaboration with Experian allows further refinement of these audiences through layered data from specialty categories like demographics, lifestyle & interests, mobile location, and TV viewing habits.
How is Kontext’s data sourced, and what differentiates it from other data providers?
Kontext’s data is unique because it is deterministic, 1st-party, and collected as transactions occur. We capture the entire path-to-purchase, down to the SKU-level product detail, across 100 million consumer profiles and more than 10 billion real-time shopping events. Our proprietary technology, embedded in widgets across our 5 million premium online destinations, tracks the full consumer journey—from reading an article of interest to clicking on our dynamic commerce modules, adding items to cart, and completing purchases.
This real-time data collection ensures there is no lag between digital events and their connection to consumer profiles.
Unlike other providers, we do not aggregate data from multiple platforms; instead, we focus on building our models and insights based on authentic online consumer behavior.
Our data stands out due to its:
- Deterministic Nature: We capture 1st-party data as transactions occur (all in real time)
- Full-Funnel Coverage: We capture consumer journeys from awareness to purchase, providing a complete view of consumer behavior.
- Real-Time Insights: Our data engine processes events in real-time, enabling timely and relevant marketing actions.
How does Kontext ensure the accuracy and reliability of its audience data?
Kontext ensures accuracy and reliability through our unique technology and direct data sourcing. By not aggregating data from other platforms, we maintain control over the quality and integrity of our insights. Our continuous investment in refining our models around online consumer behavior further enhances the precision of our audience data.
What types of brands or verticals might resonate the most with Kontext audiences for activation?
Any brand looking to understand and activate online shopping behavior – informed by 1st-party transaction data – will resonate with Kontext audiences. Essentially, any vertical that benefits from understanding real-time shopping behaviors, such as retail, health & wellness, auto, and financial services, will find our data invaluable. We have particularly strong insights in beauty, hair care, health & wellness, and values-based online shopping habits, as well as the food & beverage space.
- Retail & Consumer Goods: Leveraging shopping behavior data for targeted campaigns.
- Health & Wellness: Identifying consumers with specific health and wellness interests.
- Automotive: Targeting potential buyers of electric vehicles or eco-friendly products.
- Financial Services: Engaging high-value shoppers with premium credit card usage.
- And many more
How does Kontext’s data help advertisers navigate the challenges posed by the deprecation of third-party cookies?
As third-party cookies become less reliable, Kontext’s 1st-party data becomes invaluable. Our deterministic data engine, which does not rely on cookies, offers:
- Direct Consumer Insights: Accurate and consented data directly from consumer interactions.
- Privacy Compliance: Our data collection methods are fully compliant with privacy regulations, ensuring secure usage.
- Cross-Device Coverage: We use verified digital identifiers, allowing seamless unification and targeting across multiple devices.
What measures does Kontext take to maintain data privacy and compliance, and how does this benefit advertisers?
Data privacy and compliance are fundamental to Kontext. We meet or exceed all privacy compliance and security standards, ensuring that our data sourcing and usage are transparent and comply with regulations (CCPA, CPRA, VCDPA, etc). Kontext prioritizes data privacy and compliance through:
- Consented Data Collection: All data is collected with explicit consumer consent.
- Robust Security Protocols: Data is encrypted and secured with industry-leading practices.
- Compliance with Regulations: We adhere to global privacy laws, including GDPR and CCPA.
- User Control: Consumers have the ability to opt-out and manage their data preferences.
Can you share success stories / use-cases where advertisers significantly improved their campaigns using Kontext’s data?
To give you a sense of how Kontext data can be applied, here are two use-cases:
- Beauty Brand Campaign: An agency hoping to activate an audience of beauty purchasers for a Major Beauty Brand could utilize Kontext’s custom audience of high-value beauty product purchasers. By targeting those consumers who had bought similar products in the last 12 months and had an average cart size of over $50, the campaign would significantly increase performance and ROAS.
- Electric Vehicle Launch: For a major auto manufacturer’s EV launch, Kontext could be used to identify eco-friendly consumers who had not yet purchased an EV but had shown interest in sustainable products. This precise targeting could lead to higher engagement and conversion rates for the campaign.
Thanks for the interview. Any recommendations for our readers if they want to learn more?
For those interested in learning more about Kontext, reach out for a personalized consultation.
Contact us
About our expert
Georgia Campbell, Head of Strategic Partnerships, Kontext
In her current role as Head of Strategic Partnerships at Kontext, Georgia plays a pivotal role in shaping the company’s strategic direction within the data space. With a deep-seated expertise in leveraging data to drive impact for companies, Georgia has been forging key partnerships that enhance the effectiveness and reach of Kontext’s offerings.
Georgia comes from a background in emerging technology, where she has been focused on cultivating partnerships and employing data-driven approaches to spearhead market expansion efforts. She started her career in finance, managing investments across equity, debt, and alternative assets at Brown Advisory.
In this Q&A, Georgia shares her insights on Kontext’s Onboarding partnership with Experian, offering perspective on how Kontext’s unique insights can unlock new opportunities for advertisers and brands alike.
Latest posts
In this article…Typical paths to programmatic TV ad buying What platforms can your programmatic ads show on?Where to get started with programmatic TV buying How to optimize your bids for smarter ad spend In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget. Typical paths to programmatic TV ad buying Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method. To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions. Direct deals One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag. Programmatic auctions Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits. Public auction Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices. Private auction A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences. Auction vs. direct The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing. On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization. What platforms can your programmatic ads show on? Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys. Some popular platforms include: Display and video YouTube videos Custom publisher formats Audio ads Unexpected platforms where you can buy programmatic TV ads Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include: YouTube shorts Mobile games Music streaming apps Pinterest TikTok Try local Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements. Where to get started with programmatic TV buying When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace. Using an agency Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget. Going to the marketplace For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace. How to optimize your bids for smarter ad spend Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget. Choose placement based on segmentation Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics. Work with an identity resolution provider Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results. Create an omnichannel view of your campaign To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience. Get started with programmatic TV today Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts? At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget. Get started today Latest posts
As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success. In Experian's 2024 Digital audience trends and predictions report you'll find: Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results. Insights from Experian experts and our industry-leading data. Our outlook for 2024 marketing trends. In this blog post, we'll provide a sneak peek of the 2024 marketing trends you can expect in our full report. Digital activation Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries. Top digital audiences Which digital audiences are advertisers purchasing from Experian? We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform: Automotive: Autos, Cars, and Trucks > In Market-Make and Models Demographics: Demographics > Homeowners/Renters > Renter Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders Top digital audiences by industry What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries: Automotive Health Financial Services Retail & CPG Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you'll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Contact us Latest posts
2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before. To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today's rapidly changing environment. #5 CES 2023: Clean rooms, activation, and more Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy. Clean rooms have the potential to standardize data and address interoperability issues. Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out. Read our full 2023 CES recap here. #4 Experian identity resolution now available in AWS Clean Rooms Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian's identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data. Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian. #3 Four key themes from Cannes Lions 2023 At Cannes Lions 2023, discussions revolved around four main themes: Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors. Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem. Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape. Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch. Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee, #2 Three key insights from our 2023 Holiday spending report Experian's annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report: Consumers are starting their holiday shopping earlier, particularly with online sales. Online sales have been increasing year-over-year, surpassing in-store sales. Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023. For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today. #1 How contextual ad targeting addresses signal loss Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting. Experian's Jason Andersen and Yieldmo's Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences. Subscribe to our newsletter Sign up for our email newsletter to receive our latest blog posts, product and partnership announcements, thought leadership, and more straight to your inbox. Subscribe Contact us today Latest posts