Context That Earns Attention

How Mavern and SignalTap make relevance and clean supply work together

The signal that moves people isn’t a profile, it’s the moment. What someone is reading, watching, or listening to says more about their intent right now than any history of past clicks. That’s the foundation of contextual advertising, and it’s why we lean into it across CTV, display, and video.

Why context is the path forward

Device IDs don’t scale the way they used to. Apple’s enforcement of ATT has made cross-device targeting increasingly unreliable. ID-based buying is still possible, but it’s brittle...and doesn’t always align with how real people engage across screens.

Meanwhile, streaming consumption continues to climb. Big screens still drive the most attention, and buyers need ways to show up that don’t rely on tracking individuals. Context delivers reach, relevance, and privacy compliance—without sacrificing performance.

What modern context actually means

Context today isn’t a list of keywords. It’s the full meaning of the content: the language, tone, layout, and position on the page or screen. In CTV, that means recognizing whether it’s a live game, a recap, a menu environment, or a news segment. In display, it means understanding the entire article...not just a tag or URL.

This is where SignalTap’s semantic engine comes in. We’ve built real AI infrastructure, not just a GPT wrapper. Our models embed every page or screen in a multi-dimensional vector space using trained language models. That enables precise similarity scoring between content and campaign themes, creating a deterministic, repeatable way to align placements with intent

.And unlike “AI-powered” buzzwords slapped onto legacy buying tools, SignalTap’s mapping is purpose-built and transparent. Traders can see how decisions are made, why certain contexts are favored, and how performance improves over time.

Clean supply paths amplify the value

Relevance doesn’t matter if the supply path is broken. You can’t trust measurement, manage frequency, or scale efficiently if your media runs through resellers, spoofed inventory, or duplicate routes.

That’s why we built SignalTap Pathways, our supply-side optimization engine. It removes duplicative hops, confirms seller identities, verifies app and device signals, and routes media through direct, verifiable paths. This reduces waste, improves auction performance, and gives attribution models cleaner signals to work with - especially in CTV, where measurement noise is high and deduplication is tough.

Why this matters now

Budgets are under pressure. Teams need outcomes, not excuses.

The combination of context that performs and supply paths that don’t waste is becoming the new standard.

• Contextual intelligence ensures the message matches the moment—no ID required.

• Supply path control ensures media dollars go to inventory that actually drives results.

Together, they compound. Better attention, better completion rates, better CPAs—all with more predictable cost structures.

What this looks like in CTV

CTV is where these principles show up fastest. Different parts of the same stream behave differently: pregame chatter, in-game action, smart TV menus, post-game analysis - they each drive different levels of attention and viewer intent.

We curate deal structures that reflect those differences. We pair creative to the environment. We enforce clean frequency rules. The result is higher performance, less waste, and a better viewer experience.

Where Mavern and SignalTap fit in your stackWe’re the team that makes sure two things are always true:

1. The message fits the moment.

2. The route is clean.

SignalTap powers the intelligence, semantic mapping, scoring, and supply review.

Mavern operationalizes it, curated PMPs, deal notes, and active optimization.

This isn’t a backup plan. It’s a forward-looking, scalable, and efficient way to plan and activate media. If you want advertising that earns attention and holds up to scrutiny, it starts with meaning...and ends with a clean path.

That’s how we work every day.