Advertisers need to think about context more broadly to capitalise on contextual data.
With third-party cookies coming to an end, the amount of data linked to identifiers will shrink dramatically. But, identifier-linked data is just the “tip of the iceberg” of the options available for delivering targeted advertising. Using contextual data can help companies better target their prospects while also respecting user data privacy.
Many companies with contextual data are not ad tech companies. Though they have built models for data creation and collection, these data points are not plugged into the ad-buying ecosystem. To integrate data from their models at the scale of RTB, data providers must develop new technologies.
To fully embrace contextual data, advertisers should consider context from a broader perspective. The ad industry must also lower entry barriers for new data partners to “inject a variety of interesting and untapped options.”
[4 minute read]