From the editor: Context is king

Colin Grimshaw

In this editorial, Colin Grimshaw introduces the May 2015 issue of Admap magazine, which focusses on contextual advertising.

From the editor: Context is king

Colin GrimshawWarc

When so much media placement focus is now on programmatic buying - the efficient trading of media space to reach the right audience in the right numbers, but not necessarily with the right message at the right time - the importance of advertising context is being rightly championed.

Of course, much of the sudden focus on this importance is self-serving - down to media agencies protecting their patch from the incursion of the programmatic specialists. Nevertheless, their case is valid. Too many digital communications are at best wasted, and, worse, an...

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