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Contextual Targeting Has Become Indispensable for Marketers

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...
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Discover How Contextual Advertising Increases ROI

Technology has made human life easy. Automatic cars helped humans ease long drives by eliminating the hassle of juggling between car controls and programmatic ads have eased the advertiser's life by taking away the hassle of manual tasks. Programmatic ads refer to the automated buying and selling of digital advertising space through sophisticated algorithms and real-time bidding. In 2021, the US was the largest programmatic advertising player. The ad spend of the region was estimated to be 167 billion whereas China and UK had 109.5 billion and 24 billion.  The most simple and easiest way of effective programmatic advertising is combining it with contextual advertising.  This form of advertising targets the relevant user based on the content consumed by the user. By this, it abides by the privacy of the user and reduces ad wastage.  Apart from the benefits mentioned above, advertisers are inclined towards contextual targeting because it offers enhanced brand safety.  ...
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How does Contextual Intelligence Help in Preventing Loss of Consumer Trust?

The quantity of data that people consume online is limitless, and it will only grow in the coming years. Along with accessing a wealth of information online through articles, videos, social media pages, and various forms of media, users also watch advertisements. Though watching any information without an ad is nearly impossible, if the user is lucky, the ad viewed will be related to what he was viewing or reading. Although it is nice to see ads that are relevant to you, it frequently comes at the expense of compromising your privacy. Consumers are more concerned about data protection than ever before in the post-GDPR world. To cater to the feelings of customers, large organizations like Mozilla Firefox and Safari have launched their new ad blocking privacy feature to protect the privacy of users. Also, all major browsers are expected to have blocked the use of third-party cookies by the end of 2023. How Can Contextual Intelligence Help in Preventing Loss of Consumer Trust? If the bran...
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