Curated News from Street Fight on June 30, 2021
It is well established that contextual ads are having a moment. After years of brands and tech firms gobbling up data in hopes of targeting consumers based on granular interests, privacy changes by state governments and gatekeepers such as Google and Apple are forcing a return to forms of advertising that require less intimate tracking of consumers.
The privacy sea change advantages contextual advertising because the strategy does not depend on individual user-level behavioral information. Rather, it drives content based on the context of a user’s digital experience. The classic example of this, as I refer to in an interview below with contextual ad tech firm Quintesse‘s CEO Doug Stevenson, would be someone reading about running getting a Nike ad.