Find out how the industry can bring contextual advertising to the next level through data-driven research and holding technology partners accountable. Hear from GumGum’s Phil Schraeder, CEO; UM Worldwide’s Molly Schultz, SVP, integrated investment; and MAGNA Global’s David Tucker, SVP, managing director, US strategy.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Criteo's Todd Parsons, chief product officer. He discussed how marketers can enhance their contextual campaigns, shape their future marketing strategy, and ultimately drive better outcomes for their business.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

US mobile ad spending will reach $96.07 billion this year, lower than our pre-pandemic estimate of $105.34 billion. eMarketer principal analyst at Insider Intelligence Yoram Wurmser joins host Nicole Perrin to discuss why despite this year's blip, mobile ad monetization is on a better trajectory than before, how advertisers will deal with the SKAdNetwork, and what the future holds for contextual in-app advertising.

Mobile games to stop targeting ads to kids: Some major developers and ad tech companies will need to stop tracking children under 13 after settling a lawsuit, limiting their targeting abilities.

Contextual advertiser solutions that delve into app-based publisher content must be implemented by the app developers themselves. Meanwhile, the app advertising system continues to look for signals that can provide a degree of contextual analysis without a deeper dive into the content.

Digital media revolutionized advertisers’ targeting capabilities. But regulatory and commercial updates are changing how advertisers can find and reach audiences in digital media. Read on to understand how the ecosystem is dealing with ad targeting trends in 2021.

YouTube viewing is shifting to connected TV (CTV) screens, a behavioral change that could help make YouTube a powerful alternative for TV advertisers moving dollars to digital video.

Most demand-side platforms (DSPs) rely on third-party suppliers for contextual information, so this move won’t have a major impact on them. But it does highlight that some forms of contextual advertising could still reveal personal behavior. Google is also testing its own variant of pure contextual advertising.

Already, buyers and sellers are attempting to come together to do just that via ID consortia and contextual ad buys. While there’s little data to suggest that ad buyers are putting more dollars into contextual placements just yet, the idea for contextual targeting, particularly in the face of uncertainty as to the use of third-party tracking and cookies, carries merit.

Consumers are uncomfortable with their advertising experiences, due to a combination of intrusive formats and privacy-invading practices. As a result, about one-quarter of US consumers block digital ads.

So what are advertisers doing to target audiences today? Many interviewed for this report echoed the ongoing observation that contextual targeting is on the rise, thanks to greater assurance and security that targeting consumers by content or site type as opposed to behaviors is a more privacy-friendly practice.

That report stated that RTB may be in violation of GDPR, given the inability for advertisers, publishers and even ad tech providers to properly police the passing of consent flags and identify all parties that are using and sharing consumer data. If parties cannot track this, they cannot entirely validate consumer consent.