Contextual advertising is gaining traction in an ever-evolving landscape, but its implementation remains a challenge due to inherent biases and oversimplified strategies.
Brands often limit themselves to obvious contextual placements, like running keywords for running shoes, overlooking broader opportunities that could yield better results.
Marketers need to evolve past outdated targeting methods focused on past behaviors; understanding consumers' current behaviors is key to effective ad placement.
The lack of a reliable feedback mechanism on ad relevance creates uncertainty for brands, leaving them questioning whether they're effectively capturing the right audience.
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