Contextual targeting has been used since long before the days of digital marketing arrived. In magazines and newspapers, marketers used content to determine context and choose where to place ads. As online advertising brought in new possibilities, we saw programmatic trading gain ground. Spend share jumped from 10.4 per cent in 2012 to above 70 per cent in 2021, according to Statista. Demand-side platforms exploited behavioural audiences, allowing for more streamlined and automated activation across thousands of publishers.
Third-party cookies strengthened the behavioural targeting proposition by pre-classifying users across multiple domains, making them available to be targeted across mark
Putting things in context, by Socialize’s Alex Lopes
Contextual targeting is a viable alternative to behavioural strategies on a post-cookie world, writes Socialize’s senior media innovation manager, Alex Lopes.
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
You Might Also Like
Canon launches “Make Your Mark” campaign
Dec 28, 2023
Top 10 media milestones in 2023
Dec 27, 2023
The campaigns that caught our eye in 2023
Dec 27, 2023
Top 20 news stories from 2023
Dec 27, 2023
Less tradition, more transactions
Dec 27, 2023