contextual advertising

Contextual targeting today is way more advanced than what was available a decade ago. So, what could the FTC’s COPPA Rule proposal mean for contextual advertising to kids?

This summer, after looking into how advertising works on YouTube, ad tech research firm Adalytics released two reports in quick succession that struck a nerve with advertisers and media buyers. Google’s Dan Taylor weighs in on the debate.

Of course, the misappropriation of a publisher’s audience data would be unethical. But this is not what contextual providers do.

Instreamatic releases a product for connected TV that generates multiple audio variations for the same creative.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rules Of The Game In September 2021, Google Ads switched from last-click attribution as its default measurement mode to “data-driven attribution.” The latter is Google’s term for modeled attribution without preset rules, like that a brand’s first ad exposure or the last click […]

Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?

Contextual advertising isn’t the privacy-safe panacea everyone thinks it is. As user-level IDs diminish on the web and in apps, publishers and ad tech companies are fighting over what “contextual advertising” even means and who has the right to serve contextual placements.

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

The overturn of Roe v. Wade, the ongoing war in Ukraine, a stock market collapse – it’s all the news that’s fit to print, but how are publishers going to monetize it if brands are skittish about serious topics? Plus: The dangers of data collection in a post-Roe world.