The Context Effect: How Context is Critical & Transforming Digital Advertising
As consumer concerns about privacy are growing and legislators are responding by introducing legal restrictions, marketers are focusing on contextual targeting (instead of cookies) to make their advertising more effective. Research by Integral Ad Science (IAS) has shown that the growth of contextual targeting is not only being embraced by marketers, but also welcomed by consumers: they prefer ads that match the content they are viewing – which makes them more relevant to them.