Page 6 - Contextual Targeting News Today : Breaking News, Live Updates & Top Stories | Vimarsana

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.

Marketers are being forced to rethink where their ads appear every day. The pandemic already forced brands to adapt to rapidly changing news cycles, and this year, brands are investing more than ever in contextual targeting to find content environments that align with their campaign goals to make a lasting impact with consumers. Integral Ad Science chief revenue officer, Chance Johnson, explains.

HP’s senior director of global digital media activation Freddie Liversidge opens up about the challenges of standing up an in-house media practice, catalyzing innovation when the honeymoon phase fizzles, the death of third-party cookies, why cookieless ID solutions are unimpressive and how the metaverse needs to evolve.