Globe Media Group has introduced a new AI-driven contextual intelligence capability designed to bring deeper content understanding, enhanced suitability and privacy-safe targeting to advertisers across its premium media environments. The new capability applies advanced artificial intelligence to interpret content at a semantic level, including tone, sentiment, emotion and contextual themes. This enables advertisers to align campaigns more precisely with the environments in which they appear, supporting greater relevance and confidence in where brand messages run. The capability is powered by AI-driven contextual intelligence technology from Mobian.
Moving beyond keywords
Traditional keyword-based systems have long played a role in brand safety and contextual targeting, but they often lack the nuance required to accurately assess high-quality journalism and complex editorial environments. This has led to overblocking, misclassification and missed opportunities for advertisers to appear alongside trusted content. AI-driven contextual intelligence represents a meaningful evolution. By analyzing content holistically rather than through isolated words, Globe Media Group’s new capability supports more precise suitability assessments and unlocks valuable inventory that may previously have been restricted.
Designed for premium, trusted environments
The new contextual intelligence capability is now available across The Globe and Mail and Globe Alliance, The Globe’s premium digital network of leading news, business and lifestyle publications. For advertisers, this provides access to high-value inventory supported by deeper contextual insight and privacy-safe activation. Campaigns can be aligned to nuanced content signals without the use of third-party cookies, helping brands reach audiences in environments that reflect their values and creative intent. For readers, it supports advertising experiences that are more relevant, more responsible and better aligned with the content they engage with.
Supporting the evolution of GMG’s data capabilities
The introduction of advanced contextual intelligence supports the continued evolution of Globe Media Group’s Precision Targeting Suite. Over time, it will enable expanded suitability modelling, enhanced AI persona capabilities and deeper audience intelligence across Globe Media Group’s portfolio. Together, these capabilities are designed to strengthen how advertisers plan, activate and optimize campaigns in premium news and lifestyle environments.
Setting a new standard for contextual relevance
Context has always been central to effective advertising. As expectations around privacy, relevance and responsible media investment continue to rise, deeper contextual understanding has become increasingly important. With this new AI-driven capability, Globe Media Group is advancing how contextual intelligence can support both advertiser performance and trusted publishing environments.
To learn more about how this capability can support campaigns, contact a Globe Media Group representative.
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