Contextual targeting grows in importance for privacy and post-cookie world

An overview of how European advertisers, agencies and publishers are considering solutions to data protection regulation and browser cookie controls.

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands