Marketers, Media Owners Differ On How To Describe 'Contextual Advertising'

According to Winterberry Group’s “The Outlook For Contextual Solutions In Data Driven Advertising & Marketing” report, contextual targeting of advertising is experiencing a resurgence as marketers become more attentive to brand safety, and tech companies give consumers ways to protect their online privacy.  Twenty-two percent of marketers used to use contextual advertising during the widespread time of tracking cookies. However, now that things have changed, 52% of marketers plan to increase their spending on contextual approaches within 24 months.