Topic:
Contextual targeting

Since the beginning of the new millennium, just 20 years in, we’ve watched massive changes in how we consume entertainment. Pay television (cable/satellite) are no longer the default, video stores are practically non-existent, and yet, the amount of content we have access to today far exceeds our wildest dreams back in the day. The shift to streaming services has run parallel to advances in the technology we use to watch television. And though that experience of watching TV has gone through radical changes, consumers aren’t giving up their TVs. It's vital for digital marketing to adapt to data-driven placements to optimize ad campaigns . The case for advertising on CTV According to a recent report from Conviva, viewing time for streaming in the past year is up 57% globally, though Europe ...

Every day brings us closer to the time when cookies aren’t an option for advertisers anymore. The news of cookies going away isn’t all bad, though. After all, cookies have their fair share of problems in terms of relevance for consumers. Just about everyone has a story like one of these: You buy something and then see ads for the item you’ve purchased all over the sites you visit for days or weeks. You buy a gift for someone—let’s say it’s your 10-year-old niece—and you start seeing ads related to that gift you have no interest in anymore. You’re a parent working full time and do searches at home related to your child’s needs and the ads follow you around while you work at the office. Not ideal, is it? While research shows consumers want personalized ads, there’s a growing unwillingness ...