Episode 16

Is It Time for a Contextual Targeting Comeback?

Google announced they would disable cookies for 1% of Chrome users at the beginning of 2024. Now, the pressure is on advertisers looking for targeting alternatives that don’t need cookies. Like contextual targeting..

In this episode, Elena, Angela and Rob are joined by SVP Technology Aaron Lange to discuss what contextual targeting is, why it’s seeing renewed interest across the advertising industry, and how streaming TV advertisers especially can benefit from testing the targeting method. Plus, learn how AI, advancing technology, and in-depth data are making contextual far more advanced than it was before the rise of behavioral targeting.

Topics Covered

• [01:00] What is contextual targeting?

• [04:00] What does the loss of cookies mean for targeted advertising?

• [08:30] How AI and technology are advancing contextual advertising

• [11:30] Why contextual targeting makes sense for streaming advertisers

• [16:30] Could ads be customized to niche audiences and content?

• [21:30] What’s holding brands back from contextual targeting?

• [26:00] What does the future of targeting for streaming TV look like?

Resources:

2023 TechCrunch Article

2023 MarketingBrew Article

2023 ExchangeWire Article

2023 MediaPost Article

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