Grapeshot is creating virtual segments on UK’s largest online newspaper to help drive more revenue.
The Mail Online has chosen Grapeshot to be its contextual advertising solution.
Having run successful tests at the beginning of the year, Associated Newspapers has cemented its position at the cutting edge of online advertising by deploying Grapeshot contextual technology across its most prestigious title. The Mail Online recently took over from the Huffington Post to become the second largest online newspaper in the world boasting 39,635,000 Unique Users in February alone. Now both UK and US Advertisers will be able to benefit from Grapeshot’s unparalleled ability to find valuable content in a world of ever expanding ad impressions.
Melanie Scott (Sales Director, Mail Online) said: “Having considered a number of alternatives, Grapeshot proved to be the best contextual targeting vendor that we assessed. By adding Grapeshot’s highly sophisticated technology to our sales and operations functions, we will drive more revenue through virtual segmentation of our high quality news content and through increased optimisation of our entire network inventory”.
Andrew Morley (Sales Director, Grapeshot) said: “This is a really significant deal for Grapeshot. Mail Online are, by some distance, the UK’s market leading digital news content business. They are also widely respected as innovators in the publisher scene. Having them recognise, and monetise, Grapeshot’s contextual targeting solution is a real kite mark for our business. We look forward to a long and prosperous partnership with them”.
Grapeshot technology works by analysing the editorial content that a reader is looking at on a website and serving an ad that is contextually relevant to that content. By targeting readers at a moment when they are interested in the subject of the ad, results in significantly improved levels of engagement, without the need to track users across the web.
Grapeshot specialises in real time automatic contextual and user keyword retargeting. Grapeshot’s unique and sophisticated search algorithms developed at Cambridge University give online publishers the ability to dramatically increase their page yields. Grapeshot has solutions for display advertising, e-commerce and editorial infrastructure projects. Current customers include: IBM, Virgin Media, VeriSign, Jumptap, Incisive Media and Johnston Press.