Covatic Enhances Platform with New Contextual Event Feature

by ExchangeWire PressBox on 11th Jul 2025 in News

Covatic, a leader in privacy-first audience solutions, today (July 11th, 2025) announced Contextual Event Traits, a powerful new enhancement to its platform designed to give publishers, media owners, and marketers unprecedented precision and flexibility in audience segmentation.

This feature enables publishers to create audiences based on their own first-party data by targeting users according to the content they've consumed on their platform—for example, people who read articles about investments and savings products might be placed in a "savers and investors" audience. This seamless integration into Covatic's existing audience builder offers a more independent and streamlined approach to audience creation.

This product enhancement introduces three core capabilities with its initial rollout:

Semantic targeting with smart match: Leverage natural language descriptions to define audiences. Covatic's intelligent content analysis automatically identifies relevant matches, eliminating the need for exact keyword specification and enabling more precise, more intuitive targeting.
Media property selection: Gain granular control over segmentation scope by targeting audiences across specific websites and applications or efficiently manage campaigns across all media properties within a client's portfolio.
Keyword-based segmentation: Achieve precise audience targeting using specific, content-related keywords, ensuring high campaign relevance and granular control.

Dan Pike, chief product officer at Covatic, commented, "Contextual Events represents our ongoing commitment to empowering clients with more control and efficiency. This enhancement enables our partners to build smarter segments independently and drive stronger campaign results, furthering our goal to deliver the most powerful self-serve tools in ad tech."

Contextual Events allows users to segment audiences based on specific consumption events from their owned websites and apps, including article views, audio plays, and video plays. Unlike conventional keyword-based targeting, Contextual Event Traits leverages advanced semantic analysis to truly understand content meaning and context. For example, a user creating a parenting audience segment might traditionally use the keyword “family," but this could inadvertently capture articles about the royal family or family businesses that have nothing to do with parenting. Our semantic approach accurately identifies content that is genuinely about parenting, ensuring more relevant and precise audience segments. This empowers users with greater control, providing a robust, self-serve experience that significantly accelerates campaign deployment and optimises targeting effectiveness.

Available to all platform users starting today, Contextual Events provides sharper segmentation and enhanced targeting that directly address the real-world needs of publishers and agency partners in today's evolving digital advertising environment.

To learn more about Contextual Events and how they can enhance campaign effectiveness, please visit our support site or contact us directly.