As behavioral data and sharing information between publishers becomes more complicated with cookie deprecation and the rise of IDFA, contextual data is poised to take a pole position for marketers across the spectrum of media and channels in the online space.
As teams strategize to reach relevant consumers with content that matches the moments when they are most receptive to ads, Digiday and Connatix spoke with Katie Price, programmatic media lead at PMG, about how contextual data will help marketers drive revenue and performance — and privacy compliance — in 2021.
More from Digiday
OpenAI’s ChatGPT ads get its first conversion API partner in LiveRamp
The partnership enables advertisers to connect chatbot ads to real-world purchases for the first time via conversion data.
LinkedIn wants to own B2B creator discovery with new creator marketplace
LinkedIn is aiming to make B2B creator discovery more scalable for brands looking to tap into its growing creator ecosystem.
D+ Research: Marketers embrace AI for social and retail media, but show skepticism in AI ad buying
For all the chatter about AI’s impact on marketing workflows and outputs, most marketers have yet to embrace the technology for social media and retail media, according to a Digiday+ Research survey.