How contextual targeting providers' pitch to brand clients and agencies has changed

With the decline of third-party cookies, advertisers are increasingly turning to contextual targeting to optimize their programmatic media investments. Factors such as the rise of contextual targeting firms' AI capabilities and scrutiny over ad tech's role in monetizing harmful content have led to a reevaluation of strategies. A Proximic survey indicated that 41% of marketers now favor contextual approaches over traditional methods. This reflects a broader trend where brands allocate a significant portion of their budgets, with some, like B2B clients at Roast, dedicating up to 50% to contextual solutions, showcasing their rising importance.

"In the current climate, [contextual] has probably never been more valuable to us as advertisers," added Norville.

"We are seeing a shift. Even just the word has been thrown around a lot more. I think it will probably continue to move that way," McAuley said.

Read at Digiday