Contextual advertising is back, user-tracking addiction is out
In a future where tracking users is much harder, the most logical and viable option for advertiser success is contextual targeting, writes Adam Singolda, CEO and founder, Taboola.
There’s a famous scene in the Back to the Future film series where the time-traveling DeLorean is racing along a railroad track in order to reach a critical speed and teleport into the future. The only catch is the railroad is incomplete and if the car doesn’t accelerate fast enough to jump to the future, it will fall off a cliff.
It’s a great analogy for the difficult predicament at the centre of digital advertising today.
With recent changes brought by big tech and government entities to move beyond a longstanding part of the ad world’s foundation — in particular, user-tracking cookies and in-app identifiers – advertisers are racing towards the end of the cliff, whether they like it or not.
