The power of context: creating connections across screens [Video]

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The question of context isn’t a new subject, so why is it making a comeback? The podcasters suggested that it’s down to a combination of a need for measurable and frustratingly elusive engagement in this fragmented marketing landscape – and something as technical but profound as the demise of the cookie.

“With contextual targeting, brands are able to cut their saturation in a meaningful way and engage the right audience,” says Kehinde Akiwowo, senior director business development at SHEMedia. Dal Gill, VP of new markets at Seedtag believes that “contextual solutions are the most viable and scalable solutions to the cookieless future”, a view that Justin Barton, SVP, digital strategy and partnerships at Black Enterprise magazine backs up, putting it simply:“Contextual is going to be the future of targeting audience.” 

Contextual advertising limits bias, it removes that familiar experience of already-bought boots …