The New Rise Of Contextual Advertising

https://www.forbes.com/sites/forbesagencycouncil/2021/07/22/the-new-rise-of-contextual-advertising/?sh=2575bf175e5d

Targeting at the right audience is imperative to a successful marketing campaign.  With third-party cookies, company can easily collect visitors’ online behavior data and build customer profile. However, once the third-party cookie is banned, advertisers will be facing a lot of challenges to target and engage relevant potential customers. From this article, it looks like contextual advertising is one of the solutions. The idea is to match the advertisement to what info are displayed on websites. Without knowing the visitor’s profile, one would still believe that people who had an interest in reviewing the web content would have a better chance to respond to a relevant advertisement. Secondly, I thought it was interesting from the article that companies might also be able to use the contextual advertising approach to keep its advertisement away from some unwanted negative keywords/content to protect their brands. The last takeaway for me is that content creation on company’s own website will become more critical. It will allow companies to build and maintain direct relationships with its customers by providing relevant information on its own website and accumulate customer insights through its first party cookie.