Online advertising has become a central part of our digital lives. Advertising publishers and platforms supply billions of ads every day. Ensuring that ads served are contextually accurate and brand safe for the target audience is critical to a safe and secure internet.

Rise of Contextual Targeting—Why It's Here to Stay.

The Rise of Contextual—And Why it’s Here to Stay

Less than a decade ago, contextual was poised to dominate online advertising—delivering on the promise of providing relevant ad content to the consumer at exactly the right time. Over the past several years, the industry has taken a long and costly detour down the audience/behavioral path, only to hit what is increasingly looking like a dead-end due to regulatory, privacy, technical, and other issues. Now, the pendulum is rapidly swinging back to contextual.