Contextual Advertising, First-Party Data Shape CTV Strategies: Camelot’s Sam Bloom

CANNES, France – Consumers are gaining more tools to protect their privacy, challenging marketers to find other ways to improve the focus of their advertising campaigns. As tracking cookies and device identifiers lose their effectiveness, the context in which ads appear is regaining value as an indicator of audience characteristics. “We’re having to rethink targeting. […]

 
 

First-Party Data Help With Audience Suppression Strategies: Camelot’s Sam Bloom

LOS ANGELES – Successful advertising campaigns not only depend on reaching the right audiences at the right time, but also minimizing duplicated reach among different media channels. First-party consumer data can help to be more selective with ad targeting on connected TV platforms. “That data can be used in a variety of different ways — […]