Author:
David simutis

As anticipated, third-party targeting cookies are finally going away with Google's Chrome ending support for third-party cookies.

Historically, digital advertisers relied heavily on behavioral targeting - powered by browser cookies This tactic misses the mark for real-time content-consumption relevance to what the user is reading or watching. Users are shown ad content that may not be relevant or applicable in the context or at the time they see it. This is where contextual advertising improves impact.

When we launched the Contextual Data Marketplace®, the goal was to bring privacy-safe data sources to contextual strategies. Experian is our newest Contextual Data Marketplace partner, giving advertisers privacy-safe, cookie-free, location-based data for Purchase Affinity and Demographics categories.

Quality, Context, Optimization The rapid rise of connected TV doesn't mean that all inventory is brand-safe and premium. And it also doesn't mean that you're able to start with the same kinds of controls that you have in other media.

Google’s recent announcement regarding the Topics API is the next step in the evolution to a cookieless world. If you weren’t keeping up with all the relevant proposals, here is a summary of what’s happening and why it’s relevant. The Topics API is replacing Google’s FLoC proposal, which assigned users to certain audience groups by web behavior, tracked by the browser. Users were still being monitored by Google, much in the same way cookies track users across sites. The main difference was that site visitation was not broadcast under FLoC, but was confined to the browser. While this improved user privacy in some ways, FLoC was not tested in Europe due to GDPR issues, including: Lack of user consent. Users were automatically assigned to FLoCs, which is clearly not compatible with GDPR ...

The accelerated trend of smartTV and streaming-service adoption was fueled largely by pandemic lockdowns. Consumers expect more choice, flexibility and control. As a result, the landscape of what was once solely linear TV is changing; most people now include streaming services like Netflix, Hulu, Amazon and YouTube when they think of “television” formats.

One of the main reasons we created the Contextual Data Marketplace(™) was to bring partners with interesting data sets and sources to the programmatic world. One of our partners, socialcontext.ai, epitomizes that effort and why it’s important to advertisers by offering the ability to target audiences as they read important, socially conscious news. Socialcontext detects diversity, equity and inclusion news content using patent-pending deep learning Socialcontext was built by journalism, advertising, and data science professors at the University of Colorado Boulder. They positively target news articles, and offer unrivaled precision and safety, at no additional cost. As such, Socialcontext allows advertisers to connect with audiences that care about important social issues. By advertising ...

On the heels of our Connected TV Suitability release, we’re delighted to share that advertisers can add more granularity to their CTV campaigns with location-based targeting when using data from applicable Contextual Data Marketplace partners.

Connected TV is the fastest-growing digital advertising channel, now surpassing linear TV, and with good reason. While COVID-19 helped accelerate CTV adoption, the trend shows no signs of tapering off for the digital advertising ecosystem in 2022 and beyond: Leichtman Research Group said over 80% of TV households have at least one CTV device, a penetration higher than cable TV. eMarketer projects that CTV households will increase to 115.2 million by 2025, from 106.4 million in 2021. The ad dollars will continue to follow, with IPG MAGNA forecasting CTV advertising spend to grow by 34% in 2021 and to 28.4% year-over-year. These statistics point to an urgency for CTV advertising buyers to gain access to the same options that make other digital advertising channels brand safe and brand ...