Curated News from MarTech Series on October 1, 2021
Contextual targeting has existed for over a decade, but it’s experiencing a revolution. The technology is getting more intuitive, creative and adaptive. Recent innovations in contextual involve connections between intelligence and adaptive creative to yield an improved experience for the entire ecosystem — users, advertisers and publishers.
As a result of the dependence on third-party cookies, the ad tech industry has become insular and complacent. With the active decline of the cookie, ad tech will be able to push forward with innovation and disruption to create a stronger ecosystem for brands, users and publishers. Although Google temporarily extended the lifespan of the cookie, now is the time for the industry to push on the accelerator. It’s an exciting time that’s driving innovation and creativity again. One of the areas experiencing rapid advancement is contextual targeting, despite having existed for over a decade.