Reticle™ is a contextual data provider that helps advertisers align the emotional intent of their ads with placements that convey a similar emotional tone. This alignment enhances the likelihood of ads being perceived more favorably and, consequently, drives incremental brand growth. 

Advertisers should consider using Reticle™ for mid-upper funnel campaigns. Reticle™ is the difference between viewable impressions and impressions that get noticed.

Reticle™ helps advertisers align the emotional intent of their ads with placements that convey a similar emotional tone.

To accomplish this, Reticle™ provides a range of personas to select from. Based on the personas selected, Reticle™ signals are recommended.

Reticle™ will be releasing a self-serve platform, allowing advertisers to create emotionally-driven deals across the likes of Display, OLV, CTV and YouTube. The platform will enable the preview of signal content, the creation of attention tracking tags, best practices for activating Deal IDs and more.

• Performance Optimization: By aligning the emotional intent of your ads with the content they're placed alongside, Reticle can enhance the performance of your campaigns. This can lead to better attention, click-view rates, and ultimately, accelerated recall and brand growth.
• Targeted Placements: With Reticle, you have greater control over where your ads appear. You can choose specific inventory types (Display, Online Video, YouTube, or CTV) and set targeting parameters, ensuring that your ads reach the right audience in the right context. Other forms of contextual targeting may have broader placements that are less targeted, resulting in ad waste and/or counter-productive ad placements.
• Deal ID Creation: Reticle's self-serve Deal ID creation feature allows you to easily create and manage unique Deal IDs for your campaigns. This level of control may not be as readily available in open market programmatic campaigns, where you have less control over individual deal structures.
• Support and Guidance: Reticle provides customer support and guidance to help you navigate the platform effectively, optimizing your advertising efforts. This level of support may not be as readily available with open market programmatic campaigns, where you often manage campaigns independently.
• Data Security: Reticle takes data security seriously and implements industry-standard encryption and security measures to protect your data. This can provide peace of mind when handling sensitive campaign data.

Reticle™ charges an incremental CPM based on usage of its signals. There are no minimum fees.

Programmatic: fees are built into the Deal ID via the selected Supply Side Partner (SSP). No fees are required to be backed out by the advertiser. Fees are transparent and disclosed in the Deal Negotiation process within your DSP.

YouTube: Google does not support Deal IDs for YouTube contextual campaigns. A partner fee is created in the corresponding Line Items and is backed out based on usage. Reporting is shared with Reticle™ and invoiced accordingly.