Contextual’s Comeback: Navigating Targeting in a Cookie-Complex World

With the recent announcement from Google to maintain third-party cookies while giving users more control over tracking preferences, advertisers face new challenges to reach audiences. With limited cookie tracking, is contextual targeting the key to success in a privacy-first world? Don't miss this insightful session to learn how to navigate this complex landscape, and hear from industry leaders as they explore innovative targeting techniques leveraging AI.

In July 2024, Google announced a significant shift in its plans, opting to maintain third-party cookies while giving users more control over their tracking preferences. This decision introduces new complexities and opportunities for advertisers navigating a landscape where users are increasingly limiting cookie tracking.
Contextual targeting is experiencing a resurgence as a key strategy, allowing advertisers to place ads in relevant environments that naturally align with the user’s content consumption, offering a privacy-friendly approach. Following Google’s announcement, many advertisers are likely to adopt a hybrid strategy that blends the precision of cookie-based behavioral targeting with the contextual relevance of content-driven ads. Enhanced by AI-driven insights, contextual targeting allows for real-time content and user behavior without relying on personal identifiers, delivering relevant ads in privacy-compliant ways.