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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