The Power of Context

How context and sentiment inform consumer perception


Context matters

The digital advertising landscape is shifting, and one thing has been made clear: context matters. IAS research has shown that the quality of an advertising environment can influence how consumers perceive ads and associated brands. With advancements in machine learning and AI, content evaluation has evolved to provide insight into the sentiment conveyed by a given page.

So how does sentiment influence consumers and their perception of a brand?

In The Power of Context, IAS found that content with positive and neutral sentiment created a lasting impact with consumers. In fact, 80% more consumers were receptive to the ads, and 93% more were favorable to the ads and associated brands.

Download The Power of Context to learn how context and sentiment inform consumer perception.

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