contextual ad targeting

BuzzFeed took another lap around its AI-related talking points as its advertising business took another lap around the drain.

No business is immune to signal loss. But Reddit, which will host its first-ever earnings call as a public company on May 7, is making the case that its platform is “signal resilient.”

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

Orange142 focused on reaching people with an interest in the Black community in its recent campaign for ATL Unguided, Atlanta’s Black travel guide from the Atlanta Convention & Visitors Bureau.

In 1964, Supreme Court Justice Potter Stewart famously defined pornography by not defining it: “I know it when I see it.” I’d argue that, at least from the consumer’s perspective, the opposite statement applies to contextual advertising. Because, online at least, the definition can be … rather fungible. As the Federal Trade Commission noted in […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.