Choozle Releases Contextual Keyword Capabilities in Partnership with Grapeshot

Feb 27, 2018

Choozle, a self-serve programmatic advertising platform based in Denver, in partnership with Grapeshot, a contextual intelligence platform, announced the release of a contextual keyword targeting tool to use within campaigns on the Choozle platform. Built for programmatic advertising, the contextual keyword targeting tool is a self-serve offering that will empower agencies and brands to provide more relevant targeting to a wider, keyword-based audience at lower costs than pay-per-click models such as Google AdWords.

Choozle is leveraging Grapeshot’s platform to develop its Contextual Keyword Targeting Library that allows advertisers to upload keywords and match those keywords to relevant content within programmatic advertising campaigns. Similar to search advertising where advertisers attempt to reach their customers as they are looking for products or services, this targeting strategy enables advertisers to target based on keywords within the content of a website. In addition, this tool will enable advertisers with brand protection capabilities, allowing advertisers to blacklist specific keywords and proactively filter out negative keywords associated with a brand.

Inside of the Contextual Keyword Targeting Library, Choozle users will be able to upload 20-40 desired keywords to target or block. Once keywords are selected, sites with available advertising placements are vetted and analyzed through using Grapeshot’s platform and the most important keywords on those pages are identified. Grapeshot’s probabilistic algorithm is then implemented to define and to categorize the page and the impression.

These improvements to the platform were added to Choozle’s suite of offerings based on direct feedback from customers, as well as an effort to keep flexible and self-serve campaign management a priority.