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New research highlights that a majority of marketers are still unfamiliar with contextual advertising.
With third-party cookies phasing out, new privacy regulations firmly in place, and brand safety concerns on the rise, the ad tech industry is undergoing a colossal transformation; cutting ties with behavioral targeting and pivoting toward more sustainable and promising alternatives such as contextual advertising.
However, GumGum's new study with Brand Innovators shows that while 49% of marketers say they are looking to contextual advertising to replace cookies - only 27% of them say they are very familiar with contextual - highlighting that while contextual seems to be a hot topic right now, marketers are still not as familiar with how contextual will help their marketing efforts in the future.
New research highlights that a majority of marketers are still unfamiliar with contextual advertising.
With third-party cookies phasing out, new privacy regulations firmly in place, and brand safety concerns on the rise, the ad tech industry is undergoing a colossal transformation; cutting ties with behavioral targeting and pivoting toward more sustainable and promising alternatives such as contextual advertising.
However, GumGum's new study with Brand Innovators shows that while 49% of marketers say they are looking to contextual advertising to replace cookies - only 27% of them say they are very familiar with contextual - highlighting that while contextual seems to be a hot topic right now, marketers are still not as familiar with how contextual will help their marketing efforts in the future.
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La possibilité de trouver un environnement adapté à la marque sur la base d'un ciblage contextuel plutôt que de mots-clés est la caractéristique la plus attrayante de la publicité contextuelle, 38 % des personnes interrogées la classant au premier rang.
L'étude de Brand Innovator montre que pour la majorité des spécialistes du marketing interrogés, l'absence de problèmes liés à la protection de la vie privée dans la publicité contextuelle est importante, un atout supplémentaire pour une tactique qui présente de nombreux avantages.
