Context & Audiences, Targeting In Tandem: Comscore’s Gantz

As privacy regulation has dampened some aspects of advanced user targeting and as the deprecation of cookies looms near, marketers are seeking an alternative way to get the best fit. One of the leading contenders – contextual targeting, the practice of seeking out ad inventory adjacent to particular kinds of content, rather than targeting individual […]

 

Comscore’s ‘Epidemic Safety Filter’ Lets Brands Opt Out Of Virus News: Gantz

VIA BEETCAM — Is coronavirus good or bad for advertisers and their publishers? The thirst for information about the pandemic is widely seen as driving a flight of audience to trusted news sources. So you may think that advertisers would be happy with the traffic boost. But some ad buyers are unhappy with the nuance […]

 

Context Is Back: Comscore’s Gantz Reboots An Old Ad-Tech

SAN FRANCISCO, CA — The digital ad industry has spent the last five to 10 years deriding the old method of targeting advertisements, which involved placing ads against recognisable content deemed to deliver a suitable audience. Instead, it got preoccupied with technologies which promise hyper-detailed targeting of individual users, regardless of the content they are […]