Contextual advertising: the solution to a cookie-less future?

In Vibrant News by bnyquist

Curated News from The Drum on March 25, 2021

As the demise of third-party cookies approaches fast, advanced contextual advertising solutions are being tipped as one solution to help plug the targeting gap for digital marketers. However, while contextual campaigns are generally regarded as privacy-friendly, they present marketers with some unique challenges, particularly in relation to precision and measurement.

As part of The Drum’s recent Digital Transformation Festival, and in association with Oracle Data Cloud, Drum Network editor, Chris Sutcliffe, recently hosted a virtual roundtable on the topic of next-generation contextual advertising. The invited panel of mar-tech experts included: Azad Ali, head of programmatic at Spark Foundry; Tarik Windle, head of precision at Wavemaker; Bianca Best, global managing director of Blink Consultancy at MediaCom; Joe Manalac, senior agency sales partner at Oracle Data Cloud; and Sophie Wooller, director of digital transformation at Croud.