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Digital Advertising Hits Critical Moment

Given GDPR and the California Consumer Privacy Act, digital ad options are changing. “The pendulum has swung too far” toward programmatic advertising directed at users’ profiles using third-party data," Forrester analyst Susan Bidel noted. She says the world is getting “bifurcated” toward two kinds of targeting: First, users who are engaged with your brand in some way, as customers or visitors. Second, contextual marketing, where ad buys are based on the surrounding content.

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