Knowledge Bank


The power of contextual advertising in a cookieless world


How can advertisers continue to target and build meaningful connections with their audiences in a cookie-free future?

The context in which an ad appears has most recently hit the advertising scene due to its power in effective targeting. For programmatic campaigns, targeting a user based on the context of the page can be highly effective – not to mention providing a viable alternative for cookieless audience targeting.

IAS undertook research with 526 UK consumers to determine the types of ads that they prefer to see in different environments, and how the context of an article affects their feelings toward the advertisements on the page.

Explore the IAS Power of Context research to understand how context informs consumer perception and why contextual targeting is a way for marketers to continue delivering relevant ads at scale that drive the best outcomes.

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