Contextual targeting has been around for a long time. Although it gained importance during its initial years, its importance was later on surpassed by behavioral targeting. But now, the scenario is changing and brands are increasingly using contextual advertising as the primary way to connect with consumers. Below are discussed the reasons why contextual ad targeting has become indispensable for marketers - It does not make use of users’ personal data Contextual ad targeting does not involve the use of third-party cookies that collect users’ personal data. Hence, this approach to advertising is fully compliant with the data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Major web browsers like Safari and Firefox have already blocked third-party cookies, and Google’s Chrome browser will do so by 2022. Also, Google has recently announced that it will not develop any individual tracking technology in the fu...
Silverpush offers innovative ad tech solutions. Silverpush’s Mirrors is the world’s first AI-powered in-video context detection platform that accurately identifies contexts in videos in order to serve the most contextually relevant ads. Mirrors Safe provides comprehensive brand safety and suitability without killing reach. Parallels offer a real-time moment marketing and TV ad sync platform to marketers.
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