At the time of acquisition in 2018, Grapeshot was breaking new ground for contextual advertising, with positive targeting, defensive brand safety, and autonomous content predictions, showing the value of contextual technology in advertising strategies.
There is a significant opportunity for technologies to expand campaign audiences without privacy concerns, aiming to reset the advertising ecosystem with more respectful audience understanding.
Grapeshot's global reach and precision targeting based solely on URL and written content were remarkable, but the closure reflects the industry's focus on behavioral targeting over contextual targeting in the past decade.
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