Keeping up with Contextual
Understanding the ethics, sustainability and future of contextual targeting
With contextual targeting set to see continued growth as advertisers prepare for the depreciation of third-party cookies, join IAB UK as we invited members to our first in-person event since March 2020 to discuss this critical and quickly expanding area of digital advertising. As the balance between privacy and personalisation continues to form a central discussion point in the future of online advertising, contextual targeting uses the characteristics of the environment that a person is in to serve them relevant advertising, without using any personal data.
A crucial overview of the state of contextual for any advertisers or agency planners navigating the future of targeting, the event will cover the current state of third-party cookies, the challenges of brand safety versus brand suitability and existing standards as well as looking forward to explore what best practice looks like and how you can overcome challenges when planning and measuring contextual solutions.
As the privacy landscape continues to shift and we look ahead to the end of third-party cookies, get up-to-speed on the rise of contextual targeting, the industry standards in this space, and the opportunities it’s offering brands.
Join Wavemaker, Integral Ad Science and Gum Gum for a panel session covering the evolution of contextual, the importance of creativity in the contextual conversation and effective outcomes.
Research shows us that more than ever, consumers choose brands based on alignment with social endeavours such as sustainability, yet when it comes to contextual targeting - brands continue to avoid such topics across professional journalism in the same way they would user generated content. We believe there is a huge opportunity for brands and we're building tools and strategies that demonstrate the value of the stories that matter.
With digital advertising encompassing a vast array of channels, what contextual factors do brands need to be considering away from display advertising? In this session, hear from experts spanning digital out-of-home, in-app, audio and connected TV on how contextual advertising is shaping their areas of the market.
With the importance of contextual intelligence only increasing in relevance, so is the need to measure it. Join Jay Pinho, Product Lead for Brand Safety at Oracle Advertising, as he dives into the next frontier of measurement, the metrics that matter the most, and how even in the wake of industry change, granular and customizable data is still at your fingertips. How you use it is up to you.