Rachel Gantz, GM of Activation Solutions at Comscore, discusses audience-based targeting vs. contextual targeting and the advantages of paring both strategies together with BeetTV's Robert Andrews.
As privacy regulation has dampened some aspects of advanced user targeting and as the deprecation of cookies looms near, marketers are seeking an alternative way to get the best fit.
One of the leading contenders is contextual targeting, the practice of seeking out ad inventory adjacent to particular kinds of content, rather than targeting individual users, no matter what content they are consuming.
This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr.
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