Marketers are being forced to rethink where their ads appear every day. The pandemic already forced brands to adapt to rapidly changing news cycles, and this year, brands are investing more than ever in contextual targeting to find content environments that align with their campaign goals to make a lasting impact with consumers. Integral Ad Science chief revenue officer, Chance Johnson, explains.
HP’s senior director of global digital media activation Freddie Liversidge opens up about the challenges of standing up an in-house media practice, catalyzing innovation when the honeymoon phase fizzles, the death of third-party cookies, why cookieless ID solutions are unimpressive and how the metaverse needs to evolve.
With cookies going kaputz, advertisers are seeking new means of effective ad targeting and measurement. Contextual approaches could be just what the doctor ordered and that’s the thesis of a Channel Factory-Comscore deal announced today. The new partnership aims to give YouTube advertisers greater access to contextual signals that can help them reach specific streaming audience segments without cookies.