Unpacking brand safety and contextual targeting beyond the cookie
Silverbullet’s managing director for APAC, Tim Beard, looks past the crumble of third-party cookies and towards the new era of contextual targeting.
The proliferation of fake news, toxic digital environments and the demise of the cookie means for marketers, brand safety and suitability has become a key focus for engaging with customers and building trust.
Brands need to be wary about not only what they say, but exactly where that message is published and visible to target audiences. In effect, context is now exceptionally important when it comes to marketing and advertising messages.
Contextual targeting and brand safety: the missing pieces
To help monitor where marketing and advertising content is shown, brands are implementing tools to place their ads in ‘brand-safe’ contexts. But it’s clear that a ‘one size fits all’ solution isn’t enough for today’s climate.
