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The Importance of a Contextual Marketing Strategy for Video

Media plan ROI will take center stage as more dollars move to digital in 2020. Previously, linear budgets were often allocated based on content adjacency and GRPs, with measurement coming in the form of share of voice and years-long media mix models. On digital, brands can evaluate content performance to learn more quickly and measure more deeply. Content targeting has evolved into a more sophisticated approach that can be called contextual marketing.

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