Contextual targeting is growing in importance as a possible solution to data privacy regulations and browser cookie controls in Europe, according to research from IAB Europe.
Over two-thirds (70%) of European advertisers are considering contextual targeting as a solution to data protection regulations and browser cookie controls, an increase from 62% in 2019. Agencies show a larger increase in interest, rising from 57% in 2019 to 71% in 2020.
This comes as Google phases out third-party cookies from its Chrome browser and data privacy gets renewed interestfrom consumers and governments. Post-cookie efforts have so...