State of Advanced Contextual Report 2022

The digital advertising industry is arguably witnessing one of the biggest shifts since the dawn of programmatic, as businesses throughout the landscape seek to work towards a better future; one centred around privacy, and grounded in tangible insights.

Advertisers and their agencies are in a constant flux of change, and with change follows concern:

• Privacy remains high on the agenda for advertisers, publishers and consumers alike
• Renewed focus on brand safety and suitability is on the rise
• Reaching new audiences at scale without the use of third-party data seems daunting
• Third-party cookies are going away, no matter when, and old ways of working are no longer fit for purpose

The good news, is that the industry has an array of proven, alternative solutions – such as advanced contextual targeting solutions – which offer smarter, more transparent and privacy compliant ways of reaching new and existing audiences at scale, whilst improving efficiency, and delivering better business insights and results. What’s more, this can be blended into an existing media approach to enhance what is already in place.

The Advanced Contextual Opportunity.

• Contextual targeting provides a privacy-first approach to marketing
• Advanced Artificial Intelligence (AI) and machine learning protects brands within the contexts their ads are placed, ensuring brand safety and suitability expectations are met
• Audiences can be reached at scale without the use of personal identifiers or third-party data,
• by simply gaining their attention in the environments that they trust
• As we pivot away from cookies, businesses are seeking new and improved solutions that provide precise and efficient targeting

The digital advertising mission stands strong: find a way to effectively and ethically reach consumers at the right time and place, with a privacy-first approach to deliver marketing stories that matter.