DOUBLEVERIFY_Who Needs Cookies When You Have Contextual?
Southern Europe, Business Director, EMEA, DoubleVerify
Programmatic Team Lead, Vodafone
While consumer privacy regulation is certainly something we’re all in favor of, it has fundamentally changed the way in which advertisers reach consumers. With GDPR, and the decision by most web browsers to sunset the use of third-party cookies, there is a universal shift away from third-party audience targeting. For advertisers who tend to rely on audience targeting, the post-cookie world is ushering in innovative opportunities to reach relevant audiences in a privacy-friendly way.
In this session, we’ll discuss how new, machine-learning technologies have brought about the resurgence of contextual targeting. We’ll also discuss how today’s custom contextual targeting allows consumers to reach audiences at each level of the purchase funnel, with the ultimate goal of elevating performance and driving purchase.