BeOp Launches in US, Pointing to Contextual Campaigns’ Resurgence

Is contextual ad targeting the answer to our cookieless future? As brand advertisers plan for a world without third-party cookies, they’re homing in on contextual ad platforms as a possible solution to their advertising woes. That push is leading to the development and growth of a number of platforms focused on contextual, conversational, and cookieless advertising.

Roundtable: How Google’s Third-Party Cookie Announcement Will Disrupt Search, Ad Tech

Google indicated it is making the change to boost user privacy on the Web, and the company believes digital advertising can survive on the back of evolving, more privacy-aware data sources. Chief among those sources, at least in the case of Chrome, will be Google’s privacy sandbox, which will offer advertisers and ad tech companies personalization opportunities based on browser data without granting them direct access to user-level information.

To size up the impact of Google’s announcement on ad tech and hyperlocal marketing, we turned to a slate of industry professionals for their takes on the move.

5 Ad Tech Predictions for 2020

Charmagne Jacobs, VP and head of global marketing and partnerships at Adslot, shares ad tech predictions for 2020, including the rise of zero-party data, first-party’s data’s increasing importance, the return to contextual ads, and a shift toward more premium programmatic executions.