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.

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.

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.

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.

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.

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.

“We expect a move toward contextual or publisher-targeted ads, which would suggest a shift from open RTB to PMPs and programmatic guaranteed.”. Spending in open exchanges thus declined by 2.4% in 2020. The pandemic exacerbated this pivot—we previously expected UK ad spending in open exchanges to grow by 7.0% in 2020. The control offered by PMPs, meanwhile, has proven popular.

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.

It was passed to players in the ad tech sector for response and will be further reviewed by the end of 2019. “They have fired warning shots across the bows of ad tech,” said Andrew Buckman, CEO at digital ad marketplace Sublime. “They're not happy with the way that ad tech is managing GDPR and are essentially asking them to be stricter in the near future.

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.

It's interesting because there's definitely been an uptick in the demand to target contextually with the coming of CCPA and GDPR, but there's still significant demand from advertising partners for audience targeting. Just as email's back again, contextual targeting is back again.

Consumers are wary of how companies collect and use their personal information for digital advertising, having witnessed companies fail to protect and properly handle user data. Not many know how it works, but they’re aware of its outcomes when they perceive ads as creepy or invasive.

To disseminate that content, SAP is using native and contextual advertising placements, according to Alicia Tillman, global CMO. Looking Ahead. In a COVID-19 world, digital needs to work harder to recoup lost interactions from in-person events, and it must do so without a big investment in some cases. That means it is critical to optimize all channels.