How contextual targeting providers’ pitch to brand clients and agencies has changed

Bit by bit, more advertisers are beginning to use contextual targeting approaches for their programmatic media investments.

Signal loss from the gradual decline of the third-party cookie, rising esteem for contextual targeting firms’ AI capabilities, and the recent Adalytics investigation into ad tech’s role in monetizing child sexual abuse material (CSAM), have each given marketers reason to pause and question their current programmatic setups.

As such, contextual targeting providers have been twisting, turning and tuning their pitches to the market — ensuring they’re considered among the solutions to those challenges.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.