“With restrictions around the use of third-party data collection evolving, advertisers have turned to cookie-less targeting methodologies such as contextual targeting. This tactic uses algorithms to target ad placements based on keywords, website content and other metadata so ads are shown to users based on the content they’re currently consuming.
Contextual targeting allows advertisers to reach their desired niche audience while they are in a receptive frame of mind without processing any user data. This is an important benefit, especially since 49% of media professionals are worried about future restrictions around the use of cookies.”
Read the full article on Demand Gen Report.
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