New findings shared by the DPAA tell us about the role DOOH plays in marketers’ omnichannel strategies. Chris Wood on December 17, 2021 Marketers are expanding their omnichannel playbook to include digital out-of-home (DOOH) and delivering contextually relevant ads to hyperlocal audiences, according to new findings released this week by the DPAA, a global out-of-home … Continue reading Digital out-of-home advertisers seek hyper-local, contextual targeting
Erin Hynes October 26, 2021 Brand affinity is becoming increasingly important. Research consistently shows that consumers, particularly millennials, are 4 times more likely to purchase from a company?that is purpose-driven. Globally, 94% of consumers say it is important that the companies they engage with have a strong purpose, and 83% say companies should only earn … Continue reading Build Brand Affinity with Contextual Advertising
Sofia Pompeo October 11, 2021 If your business is looking to utilize paid media, then you might want to research contextual and native advertising. Paid media is a great catalyst to get your brand out there and build recognition relatively quickly. It’s also affordable, depending on the type of ad you are running, and it’s … Continue reading Contextual vs. Native Advertising: Which Is Best for Your Business?
Publishers Grapple Over Email, Contextual Targeting To Replace Third-Party Cookies by Laurie Sullivan , Staff Writer @lauriesullivan, May 3, 2021 Publishers can’t expect readers to log into their website to read the content if they can view it without a subscription. Jana Meron, senior vice president of programmatic and data strategy at Insider, says: “At best, you’re … Continue reading Publishers Grapple Over Email, Contextual Targeting To Replace Third-Party Cookies
Erin Hynes April 6, 2021 Behavioural targeting has long been the default targeting method on a marketer’s programmatic campaign checklist. Since the 1990s, the cookie has made tracking in-browser user behaviour a useful tool for targeting digital ads towards receptive consumers. But with consumer demand and new regulations around online privacy, this is changing—which means … Continue reading Targeting Without Cookies? Time to Embrace Contextual Advertising
Thomas Griffin June 18, 2020 Problem-solving is a key part of a leader’s toolkit. A leader has to juggle several roles, functions, and solve complex problems. The situations you deal with are also going to be varied. Because of this, you need to be able to adapt to different situations and change the techniques you … Continue reading Why Leaders Should Develop Contextual Intelligence (And How To Do That)
A new study looks at how contextual relevance of ads to content influences consumers. Ginny Marvin on March 26, 2020 What’s old is new again. Contextual advertising has come back on marketers’ radar as data privacy regulations (GDPR and CCPA) and browser crackdowns on cookies greatly limit how data and tracking can be used for … Continue reading The new contextual ad targeting works, study says
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting strategy. Keith Pieper on May 7, 2019 The 2018 European Union’s General Data Protection Regulation, or GDPR, started the snowball of data tracking and privacy regulation in the United States, all but killing off what we know as … Continue reading Contextual audience targeting: Pivot your audience strategy from cookies to content
A new report from contextual ad firm GumGum surveyed ad execs and found that content-based advertising has not succumbed to audience targeting. Barry Levine on September 18, 2018 The big question in ad targeting is whether the future has been worth it. While advertisers in the past ran ads for cars next to automotive … Continue reading Contextual ads are back (again)
A new report from performance marketing agency Roast and ad platform Teads tested whether the costs of user data targeting and of complying with GDPR are worth it. Barry Levine on June 29, 2018 Can contextual ad targeting work as well as interest- or occupation-based targeting? That question has become very relevant these … Continue reading Is third-party data targeting more effective than contextual targeting?