Curated News from MarTech Series on December 8, 2021
With addressable impressions on the open web set to fade out of view, advertisers are increasingly looking to contextual targeting to deliver campaign results without using personal data or identifiers.
Those who’d written off contextual a decade ago as static, limited and outdated, may find themselves pleasantly surprised. For, while the industry has been busy profiling and following audiences based on past browsing behavior, some interesting new capabilities have emerged from the contextual camp which are offering alternative ways to look at relevance.
This is mostly being driven by developments around keyword targeting – the method traditionally used to match brand to page topic in the hope of finding relevant users.