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New research highlights that a majority of marketers are still unfamiliar with contextual advertising.
With third-party cookies phasing out, new privacy regulations firmly in place, and brand safety concerns on the rise, the ad tech industry is undergoing a colossal transformation; cutting ties with behavioral targeting and pivoting toward more sustainable and promising alternatives such as contextual advertising.
However, GumGum's new study with Brand Innovators shows that while 49% of marketers say they are looking to contextual advertising to replace cookies - only 27% of them say they are very familiar with contextual - highlighting that while contextual seems to be a hot topic right now, marketers are still not as familiar with how contextual will help their marketing efforts in the future.
キーワードではなく、コンテクスト・ターゲティングに基づき、ブランドに適した環境を見つけることができることが、コンテクスト広告の最も魅力的な特徴であり、38％が第1位にランクインした。
Brand Innovatorの調査によると、調査対象となったマーケティング担当者の大多数にとって、コンテクスト広告にプライバシーに関する問題がないことは重要であり、多くの貴重な利点を持つ戦術にとってプラスである。
