Outlook for Contextual Solutions in Data-Driven Advertising & Marketing:

Context, Search, and Intent Signals Driving A New Era

WG_OutlookForContextualSolutions_October 2021 - Cover Image

What’s old is new again, as the practice of contextual targeting is slated for a revival. Marketers and media owners are reassessing their media targeting toolkits in an era of cookie deprecation, evolving privacy expectations, and proliferating media channels.

Contextual techniques have been enhanced over time and are poised to return to a central role in advertising and media monetization, picking up where identity-driven targeting leaves off.

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