Just for context, we have a new podcast all about contextual advertising.
Tune in to hear from the digital advertising industry’s thought leaders about planning for the cookieless future.
Steven Filler is Country Manager for the United Kingdom at ShowHeroes Group, and he's also an expert on contextual advertising. He's bringing his knowledge to Just For Context, a new podcast under The Digital Distillery Podcast Network.
Steven invites industry heavyweights to discuss the ins-and-outs of successful contextual advertising – a valuable practice that’s becoming all the more essential as the tracking cookie makes its exit.
He sat down for a talk to put, in his own words, why contextual advertising deserves attention and analysis.
This is a teaser of the insights available over at the Just For Context Podcast.
As the death of the cookie becomes a reality, advertisers have been looking for alternative methods to target relevant consumers and context has emerged as the leading strategy, especially for brand campaigns.
In reality, context has always been vitally important to brands looking to ensure they reach the right audience in the most relevant environment, but this approach has definitely become more important to brands as the number of active cookies continues to decline. At the same time, advertisers are looking for the best ways to navigate the current challenging news and political agendas.
Context has always been a key component of the ShowHeroes approach and since launching ShowHeroes in the UK a few years ago, I’ve seen firsthand the great results of combining high-impact video creative in the most relevant and engaging video editorial content.
It’s been widely publicized that Google has delayed the phasing out of the cookie on their platforms, but the decline has been consistent for a few years and is now inevitable.
Advertisers are already testing a broad range of cookieless contextual and ID targeting solutions to ensure they are ready for the eventual switch, but there’s also the important area of attribution to consider as advertisers need to find new ways to measure the effectiveness of their advertising.
Thankfully, most brands do understand the importance of contextual as it’s always played a role in digital and traditional advertising. It’s more a case of advertisers understanding that this strategy is going to become even more important in the coming years.
We’ll be exploring the different ways that contextual targeting is being applied by advertisers in a range of sectors with different objectives while throwing some seasonal segments along the way.
Tune in to Just For Context here!