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How to Upgrade Contextual Advertising with Your First-Party Data
The deprecation of third-party cookies is the most universal challenge for digital media professionals, according to the Integral Ad Science (IAS) 2021 Industry Pulse Report. The media industry has been busy establishing cookieless advertising solutions designed to drive advertising outcomes for marketers while offering media owners better data security and consumers increased privacy.
(Re)Enter contextual targeting.
Traditional contextual targeting was built on the premise of providing a marketer with content categories that best match brand advertising objectives. But our industry demands more. The next level of contextual targeting brings together first-party data and contextual signals to make this legacy approach a promising solution for performance marketing objectives.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Criteo's Todd Parsons, chief product officer. He discussed how marketers can enhance their contextual campaigns, shape their future marketing strategy, and ultimately drive better outcomes for their business.
Watch this webinar and learn:
- Contextual advertising: then and now
- How to future-proof your targeting
- How to better monetize media with contextual advertising
Presenter
Todd Parsons is chief product officer at Criteo. Todd is responsible for product strategy and new product innovation to diversify and transform Criteo’s platform offerings. For over a decade, Todd has built marketing solutions at the intersection of consumer identity and data. Prior to Criteo, Todd’s team established OpenX as the first people-based programmatic marketplace. As CPO of SocialCode, Todd developed products to activate and measure first-party audiences across Facebook, Amazon, YouTube, and more.
Moderator
Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.
