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.