Back to the future: How AI-enhanced contextual targeting may help marketers in the post-cookie era

Ben Plomion

Contextual advertising, one of the first forms of ad targeting in both the off and online worlds, is something marketers need to take a renewed look at.

Definitions

Contextual targeting: A method of reaching relevant audiences by serving advertising either a) adjacent to content that is product and/or brand-relevant or b) adjacent to content customarily consumed by a target audience.

Sentiment targeting: A method of enhancing audience engagement by placing ads adjacent to content whose mood or emotion resonates with a product or brand’s values or ethos.

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