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Captify - Activating search data for contextual buys
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Captify has been around a long time. Historically, the company has used search intent data ingested from its partners’ on-site search to build cookie-based segments that it then licenses to media buyers — typically big agencies. In recent years the company has developed a contextual ad product for web and TV that uses the same search data without the need for persistent identifiers.
In our interview led by Mike Shields, CEO Mike Welch and Chief Product Officer Amelia Waddington claim the contextual product outperforms the cookie-based approach thanks to machine learning models that link search search behaviors to content preferences.
The full version of this episode if available at https://www.marketecture.tv/programs/captify-mike-welch-amelia-waddington .
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