Contextual advertising is gaining prominence due to privacy regulations and the need for engaging users.
Kerel Cooper transitions from Group Black to GumGum to leverage contextual intelligence for brand success.
Successful advertising 'is about reaching people when they're highly engaged,' Cooper said, as in, when they're actually paying attention to or interacting with content.
The attention piece is particularly important, Cooper said, because it's a way for brands to stand out from their competitors. 'Every marketer is vying for the attention of a particular consumer as a starting point to building long-term relationships.'
#contextual-advertising #brand-strategy #attention-marketing #marketing-technology #privacy-regulations
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