iWorld
ThinkAnalytics launches ThinkContextualAI high privacy ad solution
MUMBAI: If you think about, privacy is becoming increasingly important online what with GDPR and all the regulations which apply.
AI driven video discovery, viewer insights, targeted advertising solutions provider ThinkAnalytics thought about it. The company has launched ThinkContextualAI, a contextual advertising solution that raises the bar for privacy-first, audience-aligned advertising. The solution complements ThinkAnalytics’ broader ThinkAdvertising offerings which have been instrumental in redefining ad targeting across connected TV (CTV) platforms.
Combining its two decades of expertise in viewer behavior and advanced AI technology, ThinkContextualAI leverages a proprietary ontology of more than 40,000 metadata tags, crafted to decode not only what content is about but why it resonates with individual viewers.
With this insight, ThinkContextualAI allows CTV advertisers to engage with audiences without invasive tracking, ensuring that content signals like genre and sub-genre are mapped to a known ontology so that they can be leveraged consistently by supply side platforms (SSPs).
As fragmentation increases, privacy regulations tighten and personal data access diminishes, advertisers face mounting challenges to engage with audiences. Traditional contextual advertising solutions often fall short, either lacking nuance or failing to capture the true mood and engagement factors of content. In addition, SSPs are seeing up to 11 million similar but different titled genres and subgenres, meaning buyers can’t reliably buy content-based audiences.
ThinkContextualAI meets this untapped need, enabling advertisers to target viewers with unmatched precision by moving beyond simple context to align ad placements with themes and emotions.
“Our 40,000+ metadata tags represent not only the subjects of content but also why viewers connect with it,” says ThinkAnalytics CTO & founder Peter Docherty. “This unique capability allows advertisers to achieve a new level of relevance and resonance in ad placement, benefiting both viewer engagement and campaign performance. We worked closely in partnership with customers to ensure this solution meets advertisers’ needs across diverse markets in an evolving regulatory environment.”
ThinkContextualAI empowers advertisers with advanced contextual targeting capabilities, including:
* Premium Audience Segmentation: advertisers can reach high-value segments like luxury lifestyle and travel enthusiasts without using personal data.
* Scalable Content Understanding: Scale across vast content libraries with consistent, high-quality categorisation, to enhance the impact of advertising campaigns.
* Privacy-Safe Solutions: Deploy ad campaigns that are compliant with global privacy standards, helping advertisers maintain audience trust while maximising results.
ThinkContextualAI offers measurable improvements in campaign effectiveness and user experience:
* Improved Ad Recall: Drive higher ad recall through genuine content-ad alignment.
* Increased Viewer Satisfaction: Maintain ad relevance, increasing viewer engagement.
* Enhanced ROI: Maximize ROI with targeted, privacy-safe placements.
* Reduced Ad Waste: Minimise irrelevant placements, ensuring efficient ad spend.
With over 85 service providers serving approximately 475 million subscribers in 47 languages, and generating eight billion recommendations per day, ThinkAnalytics is amongst the largest independent content discovery platform. Its clients include Liberty Global, Vodafone, Deutsche Telekom, DirecTV, Sony Pictures Entertainment, Bell Media, BritBox International, Crunchyroll, Astro, Intigral, MBC, OSN, Proximus, Rogers, Sky Mexico, Tata Play, TELUS, and Mediacorp.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
