The buzz around contextual targeting is ramping up in the online advertising world, with the promise that it will solve issues surrounding privacy, transparency, and more. But where is its impact ...

Before the TV industry became infatuated with identity, there was contextual targeting. Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched ...

The deprecation of third-party cookies affects all aspects of programmatic ad buying as we have known it – personalisation, audience targeting, tracking and measurement, frequency capping, and more.

You can read hundreds of think pieces on new approaches to targeting in a cookieless world. I’m here to tell you they’re all wrong. The most viable, sustainable and effective alternative isn’t new: ...