It can help marketers build intelligent ad practices.
With third-party cookies being phased out, contextual targeting is receiving a lot more attention. While ID-based targeting will work best for first-party data performance campaigns, to achieve scale, marketers will have to factor in contextual signals.
The author emphasises that from now on, contextual targeting will prioritise content consumption signals originating during a buying experience. This points towards less reliance over historical buying or browsing data.
To be successful with contextual targeting, marketers must opt for contextual solutions that categorically identify audiences depending on interests. These interests must be viewed holistically with other audience interests. This holistic view must inform strategic decisions to target contextually.
[3 minute read]