Rachel Gantz, GM of Activation Solutions at Comscore, discusses the comeback of contextual targeting in an interview with Beet.TV's Jon Watts.
The digital ad industry has spent the last five to 10 years deriding the old method of targeting advertisements, which involved placing ads against recognisable content deemed to deliver a suitable audience.
Instead, it got preoccupied with technologies which promise hyper-detailed targeting of individual users, regardless of the content they are consuming.
That was until privacy regulation put the brakes on advanced audience targeting techniques.
What’s coming next is what came before. In other words, to find their audiences, ad buyers are turning back toward the old method of “contextual” placement. But, in 2020, context comes with a difference.
Comscore this week announced that its segments for describing the brand safety and contextual categorisation of content will be available to IRIS.TV.
This video is part of Beet.TV’s coverage of RampUp, LiveRamp’s summit for marketing technology in San Francisco.
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