Welcome to 'Just for Context' a special recording for the IAB, a new podcast from ShowHeroes hosted by Steven Filler. We have invited special guest Hannah Marshall, Addressable Strategy Director at Matterkind to get her perspective on the contextual landscape.
'Just for Context' is centred around... you guessed it contextual targeting. Contextual targeting has been around for years, in some form or another, since the dawn of media and advertising. It has however become a very hot topic in the past few years as the decline and eventual death of the third-party cookie becomes a reality.
Contextual targeting is a form of targeting that sidesteps the need for any personal data and therefore doesn’t rely on the cookie. It’s come a long way in the years since it was first used and has become an essential part of marketing tech stacks with most advertisers increasing their investments in this area.
It’s a big area of focus for us at ShowHeroes so let us share our insight and hear from industry experts to get their perspective on the topic.
Posted on: Friday 2 September 2022
