How to Harness the Power of Contextual Targeting
Posted on Wednesday 07 September 2022 | IAB UK
Created with IAB UK members, this guide covers the advantages contextual targeting offers advertisers, new developments and recommended best practices
Contextual targeting has always been a core part of the marketing strategy, but advancements in technology and a shift towards privacy-focused solutions - hastened by the end of third-party cookies - means that the benefits of contextual targeting are coming to the fore.
This guide offers a definitive round up of what contextual targeting is, its benefits and limitations, new and emerging technologies within this space, and best practices for advertisers looking to effectively harness the power of context.
With special thanks to Beemray, GumGum, Integral Ad Science, Lumen, Oracle Data Cloud, PubMatic, Seedtag, Smartology, Xandr and Zefr who authored this guide with IAB UK.
Further reading: Download seedtag’s research on contextual targeting here.
Related content
DSIT & ICO publish new tool for privacy enhancing technologies
Learn more
Q2/Q3 2024: Update from CMA & Google on Privacy Sandbox
Learn more
New data Bill drops plans for centralised cookie consent
Learn more
CMA publishes update on Privacy Sandbox
Learn more
Rediscover the joy of digital advertising
Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly find your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.
IAB UK Chatbot
