Originally published on Mind Media
The Changing Contextual Targeting Market
The planned end of third-party cookies by 2024 pushes advertising companies to accelerate the development of cookieless alternatives. Contextual targeting emerges as a sustainable and effective solution. Companies are investing heavily in semantic technology to analyze editorial content and deliver targeted campaigns. The article also highlights the importance of collaboration between DSPs and contextual platforms to maximize performance in a cookieless world.
An Opportunity for Innovation
The disappearance of third-party cookies is seen as an opportunity for adtech companies to stand out with innovative solutions. Context becomes a key criterion, ensuring more relevant advertising while respecting user privacy.
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The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
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Cookieless: The Digital Alliance Publishes Two Guides on Activation
The Digital Alliance has released two new guides on cookieless targeting and measurement solutions. These tools aim to prepare advertisers for the post-cookie era and explore alternatives like identifiers, user cohorts, and contextual solutions.
