The Way You’ve Been Shopping Has Upended Advertising

In Uncategorised by bnyquist

Curated News from Forbes on May 20, 2020


Contextual targeting, the darling of decades past, is reemerging as a wise choice for advertisers — and it has gotten much, much smarter. Using the context of digital content instead of a person’s data profile helps advertisers align with endemic environments rather than behavioral purchase predictors. Particularly for CPG (consumer packaged goods) brands, major life purchases and electronics — products that are purchased infrequently or have lots of competition — consumers need messaging to match the context (e.g., an auto ad on AutoTrader.com or grocery ads within recipes).