Call It a Comeback: The Return of Semantic Contextual Targeting

Call It a Comeback: The Return of Semantic Contextual Targeting

Joe Lospalluto – EVP Americas at Smart –  has been interviewed by Admonster’s Editorial Director & adtech specialist Gavin Dunaway.


August 6, 2019

With vague regulations popping up that seem impossibly to comply with as browsers commit to a crackdown on third-party cookies, you’re probably wondering what’s in store for audience-based ad targeting. Then you notice your old friend Peer39 was just spun out of Sizmek and a voice in the back of your head wonders: “Wait—does this mean semantic and contextual targeting is coming back big time?”

Now it’s all right to feel once bitten and twice shy when talking about the revival of contextual targeting—this isn’t the first time that theory has spun around the ad-tech rumor mill only to fizzle out in less-than-glorious fashion. However, in prepping for our PubForum Vancouver panel—”How Will Enhanced User Privacy Reshape Programmatic“—Smart EVP of Americas Joe Lospalluto and I got into an in-depth discussion about the many reasons why this contextual comeback is the real deal.

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