Curated News from Media Post on October 8, 2021
Contextual targeting based on the contextual environment of the media consumers are present on is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting based on tracking people’s identities and behaviors via their use of digital media and devices.
That’s the finding of a study of advertising executives conducted by Advertiser Perceptions for MediaPost in early September.
The study was fielded following a number of shifts — Google’s deprecation of browser cookies, Apple’s adoption of more stringent opt-in for tracking iOS users, etc. — as well as a focus on consumer privacy, personal data sovereignty, regulation and industry ethics concerning the use and exploitation of consumer data.