Industry experts at MGID presents Digipub Week discuss how contextual targeting can help digital advertising world deal with the absence of third-party data.
For the past two years, the industry has been fixated on what will happen when digital advertising must become more privacy and consumer-centric, as it loosens its reliance on cookies. There has been a lot of talk about first-party data, contextual advertising and new ways of measuring, such as attention, but there are few real-life examples of these in action. That is until New Zealand-based Acquire and Oracle Advertising partnered on a mission to put these to the test with a customized, real-time campaign.
TikTok today announced it is launching TikTok Pulse, a new contextual tool that enables brands to advertise alongside the top-performing content in the "For You" feed. The social network claims that the new product will help boost brand exposure and help advertisers drive engagement.
Contextual advertising is making a comeback which, from a publisher perspective, means that the industry has come full circle. But what do publishers need from their partners to improve the digital advertising dynamic for everyone? We spoke to leaders at Future, Raconteur, News UK, Jungle Creations and LGBTQ+ news website PinkNews to find out.