Advertisers are leaning into contextual targeting as a way to connect with consumers in brand-suitable environments. They’re also investing more heavily in video advertising, upping ad spend on video by 12% in 2021 to a record $81.9 billion for the year. As we move further into 2022, the real magic looks to be in the combination of contextual advertising with video advertising, as more brands discover the power that comes with being able to reach audiences interested in their messages with video content that’s designed to engage.
The contextual, conversational advertising firm BeOp believes it has the solution to the death of cookies. The company, which works with more than 90% of premium publishers in its home country across the Atlantic, connects advertisers with consumers reading content related to their products and services. But what distinguishes BeOp from contextual ad competitors is the style of its ads: conversational quizzes and questions that drive engagement and zero-party, or fully consensual and explicit, data collection.
Advanced Contextual does not see contextual ads as at odds with behavioral. Rather, the company wants to add a layer of contextual intelligence to the open exchange, guiding all advertising going forward.
Peer39 became one of the latest entrants in the contextual AI space just this morning, launching first-party contextual onboarding to turn advertiser intelligence into future-proof targeting categories. In practice, this means advertisers that can no longer track customers across the Web with cookies can use first-party information about them to serve them ads based on their interests.
AI leverages and analyzes data to take action toward the best possible outcome. However, contextual AI takes this one step further. It leverages the power of machine learning to provide human-like understanding of content. For brands, this means that they can serve relevant ads without the need for cookies or third-party data. Contextual advertising allows brands to engage with consumers within their universe of interest while protecting brand safety at the highest level.
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.