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.
In this blog, we’ll explore the major impacts data regulation is having on audience-based marketing tactics, as well as how advertising strategies are evolving to maximize accuracy and ROI in reaction to limitations brought about by GDPR.
We’re only just beginning to understand how mass data surveillance systems and data privacy impacts us. Will GDPR-like regulation come to the U.S. in 2019? It will require time to craft legislation, achieve some level of adoption, and put it up for a vote—but what’s next?
2018 was a wild year for cybersecurity, ad tech, and the internet in general. In this blog, we explore the significant trends and security challenges that are likely to impact us in 2019 and beyond.
Recently, Digiday published an article about the “winners and losers” of the new EU ePrivacy law. As suspected, behavioral targeting is a clear loser due to its reliance on cookie-based targeting. The only winners mentioned seemed to be those outside of the realm of digital advertising.