Vytautas Paukstys

The US combined with Europe’s five largest ad markets are home to roughly 8% of the world’s consumers. Together, they account for nearly half of global ad spend.

In the rush to scale globally, US brands are often content with “accidental attention.” But attention isn’t a lottery; it’s a strategy that requires a deep familiarity with context in real time.

Most of what’s sold as “contextual” today still runs on the same keyword logic we used a decade ago. The industry didn’t reinvent contextual targeting; it simply replaced one keyword with a cluster.