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With cookies headed for the door and tech players including Apple introducing increasingly privacy-centric policies, advertisers’ relationship with third-party user data is swiftly coming to a close. Luckily, by marrying contextual targeting with artificial intelligence (AI) and machine learning, advertisers can gain both the breadth and depth of insight necessary for effective targeting, writes Sharethrough chief technology officer Rob Fan.

West Palm Beach, United States, 08/02/2021 / CEPAC Lawyer Marketing and SEO / Behavioral targeting is a marketing strategy that uses historical conduct to personalize the types of ads consumers see. Historical behavior is sourced through unique datasets that illustrate how audiences act. Marketers would then be able to use this to make ads and campaigns that match every consumer’s genuine behavior. Behavioral targeting involves developing a definite user profile and using this to convey better messaging and better planning. It limits the possibility of advertisers conveying unessential ads...

Media planning and buying platform Comscore has partnered with conversion and audience analytics firm Spiketrap to expand Comscore’s contextual ad targeting solution for gaming.

Event time: 11:30-18:00 Event enddate: 24/06/2021 Event Description: Having run our Digital Ad Ops event virtually in 2020, we have decided to shake it up again for 2021 – and are excited to announce that our June event will now be held in Sydney and our November event in Melbourne. The June event in Sydney will be held at the iconic Australian Institute of Music in Surry Hills, with a capacity of 250 people – and will cover in detail key topics including the future of identity management, how we can continue to support the successful growth of CTV here in Australia, the recent evolution...

GumGum blasts contextual ad copycats after its $75m fundraiser Goldman Sachs’s $75m vote of confidence in GumGum’s contextual ad analysis product – a product that’s been baking since 2008 – suggests the market believes context may once again be king. The Drum catches up with the adtech company’s EMEA managing director, Peter Wallace, to find out how recent rumbles around privacy, identity and third-party cookies have uplifted the firm, while also inspiring pretenders to the throne. On Tuesday, April 13, GumGum announced a $75m investment from finance giant Goldman Sachs, bringing...