Why it matters

As digital targeting is being radically altered and changing how marketers can reach their audiences, they must find alternatives. Increasing privacy legislation means the ability to share certain user data must be granted by users, and the slow death of the third-party cookie is indicating that contextual targeting bears a closer look.


  • As the supply of cookies diminishes, advertisers are advised to collect insights from them now, while the data are still available, using them to develop the contextual strategies of the future.
  • Brands should start using contextual targeting, even if it is still attached to behavioral targeting strategies. Both can be important layers in a media strategy, and, for now, behavioral and contextual targeting are not an “either/or” choice.
  • Contextual data can be used to gain more control over the buy, because there can be big gains in efficiency for brands that prioritize ad contexts in which audiences are known to be engaged and receptive.