The state of contextual targeting for publishers and advertisers in 2021

With the death of the third-party cookie the word “contextual” is on the mind of every publisher and advertiser thinking about data and targeting, and the solutions that will continue to enable marketers to reach audiences with ads in the right ways at the right time have become increasingly complex.

To better understand the state of the contextual ecosystem in a time of change, Connatix and Digiday surveyed more than 100 publishers, brands and agencies. We explored how publishers are matching content, audiences and ads with the help of contextual data, and what brands and agencies expect of publishers.

Our research also puts a spotlight on contextual video. Respondents told us how they’re optimizing for video campaigns as demand increases, and how they’re driving performance for the video ads their brand and agency partners create.

Download this new report to learn more about:

Publishers are planning contextual programs against ad revenue shifts
Advertisers are looking to contextual video — and publishers are too
How publishers are engaging with contextual video
Challenges in play: What advertisers say they need next