Adapt or Fail: Contextual Advertising in a Post-Cookie Landscape

All over the world, the rising concern about data security and user privacy has led to a major transformation in the way online marketing is conducted. Regulations like GDPR rendered cookies less effective, and now the third-party cookies which are the backbone of behavioral tracking for marketers, are being removed by browsers.

What Is Contextual Advertising?

Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown.

Contextual Advertising targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities.

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