“Today, more brands are giving contextual targeting a second look. Privacy concerns are a major catalyst, as growing restrictions on third-party data collection are putting a lid on the amount of data that advertisers can use for behavioral targeting techniques. The gradual removal of cookies and other identifiers from the digital advertising ecosystem means that brands increasingly have an incentive to turn to established, privacy-safe methods like contextual targeting.
Contextual tools are also much more powerful than they were five or ten years ago. By leveraging machine learning algorithms and the faster computation methods that artificial intelligence provides, programmatic advertisers can quickly adapt to the changing language of the internet, refine their search parameters and identify more users that are likely to be interested in their ads.”
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