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The Royal Rumble Is On For Who Wins Contextual Advertising

February 13, 2023

Contextual advertising isn’t the privacy-safe panacea everyone thinks it is.

As user-level IDs diminish on the web and in apps, publishers and ad tech companies are fighting over what “contextual advertising” even means and who has the right to serve contextual placements.

The purpose of contextual advertising is to target elements of the media, like words, images and moods, as opposed to targeting a user or device. But that definition has crept further down the spectrum toward user-level tracking.

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