Context Archives - ExchangeWire.com https://www.exchangewire.com/blog/category/context/ ExchangeWire provides global data and insight on media, marketing and commerce Thu, 25 Jul 2024 23:22:57 +0000 en-GB hourly 1 https://wordpress.org/?v=6.7 The Future is Bright for Contextual Technologies  https://www.exchangewire.com/blog/2024/07/25/the-future-is-bright-for-contextual-technologies/ Thu, 25 Jul 2024 13:48:19 +0000 https://www.exchangewire.com/?p=1761983 John Snyder, Grapeshot co-founder, joins us to discuss the future of contextual advertising, and how contextual tech solves some of the industry’s trickiest challenges.

I was deeply saddened to hear that Oracle Data Cloud is closing its advertising data services, including [...]

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]]> How Curation Unlocks Fresh Audiences for Marketers https://www.exchangewire.com/blog/2023/11/09/how-curation-unlocks-fresh-audiences-for-marketers/ Thu, 09 Nov 2023 09:00:00 +0000 https://www.exchangewire.com/?p=1753543 Ad tech curation represents an evolution in digital marketing, where the precision of technology intersects with the art of advertising to unlock new audiences.

As consumer attention becomes increasingly fragmented across a multitude of platforms and media, the ability to curate [...]

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]]> Equativ announces full-stack integration with IRIS.TV https://www.exchangewire.com/blog/2023/10/31/equativ-announces-its-first-full-stack-integration-with-iris-tv-partnering-to-power-smart-contextual-ctv-ad-targeting/ Tue, 31 Oct 2023 10:29:45 +0000 https://www.exchangewire.com/?p=1752934 Leading content data platform joins forces with ad tech innovator to shape the post-cookie video and CTV future: providing better insight-powered contextual ad targeting.

Equativ, the global leading independent ad platform, has today announced its official partnership with IRIS.TV — the [...]

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]]> The Revival of Contextual Advertising: Adapting to the Privacy-First Landscape https://www.exchangewire.com/blog/2023/10/12/the-revival-of-contextual-advertising-adapting-to-the-privacy-first-landscape/ Thu, 12 Oct 2023 12:00:00 +0000 https://www.exchangewire.com/?p=1751757 “CTV, digital OOH, audio: they all have elements of contextual,” declared Connatix’s Bill Swanson, at this year’s ATS London. Certainly, as the ad industry hurtles towards cookie deprecation, the revival of contextual advertising has only gained momentum.

This year, global [...]

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]]> As the Industry Evolves, so Does the Value of Contextual Targeting https://www.exchangewire.com/blog/2023/06/05/as-the-industry-evolves-so-does-the-value-of-contextual-targeting/ Mon, 05 Jun 2023 08:00:00 +0000 https://www.exchangewire.com/?p=1745804 Ahead of this year's ATS London, Bill Swanson, SVP of EMEA at Connatix analyses how the value of contextual targeting has evolved in tandem with the digital advertising industry.

The digital advertising space is always evolving. Between adjustments to the IAB [...]

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]]> Harnessing the Potential of Video: Q&A with Marc Thomas, EX.CO https://www.exchangewire.com/blog/2023/04/18/harnessing-the-potential-of-video-qa-with-marc-thomas-ex-co/ Tue, 18 Apr 2023 12:00:00 +0000 https://www.exchangewire.com/?p=1743694 In this exclusive interview ahead of ATS Madrid 2023, Marc Thomas, general manager EMEA at EX.CO discusses how ad tech's shift towards privacy centricity is impacting programmatic, the resurgence of context and integration of AI, and how marketers can utilise [...]

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]]> How Will Web3 Change Advertising? https://www.exchangewire.com/blog/2023/03/30/how-will-web3-change-advertising/ Thu, 30 Mar 2023 09:23:04 +0000 https://www.exchangewire.com/?p=1743305 With the advent of new technologies and enhanced user experience, users have become more connected than ever before. Georges Tertois of Eidgensi looks at how Web3 can enhance this shift even further, and what it will offer to advertisers.

Nowadays, virtually [...]

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]]> ‘A Recalibration is Overdue’: have your say on measurement, attention and context https://www.exchangewire.com/blog/2023/03/08/a-recalibration-is-overdue-have-your-say-on-measurement-attention-and-context/ Wed, 08 Mar 2023 09:14:23 +0000 https://www.exchangewire.com/?p=1742520 ExchangeWire’s Industry Review returns in May 2023, and there’s still time for you to lead the discussion. We’re taking a look at each of our industry-defining themes this week, starting with measurement, attention and context.

Getting the big decisions right matters, [...]

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]]> Playground xyz Shines a Light on the Nuanced Interplay Between Context, Creativity & Attention https://www.exchangewire.com/blog/2022/07/12/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-attention/ Tue, 12 Jul 2022 13:49:51 +0000 https://www.exchangewire.com/?p=1708999 Attention measurement and optimisation provider Playground xyz has published a ground-breaking study on the relationship between context, ad creative, and attention, as it continues to position itself at the forefront of the attention space.
In what stands as the world’s biggest [...]

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]]> The Rise of Contextual Targeting in a Cookieless World https://www.exchangewire.com/blog/2022/06/13/the-rise-of-contextual-targeting-in-a-cookieless-world/ Mon, 13 Jun 2022 10:20:48 +0000 https://www.exchangewire.com/?p=1700083 On the eve of ATS London 2022, Andy Ashley, global marketing director at SmartFrame, introduces key findings from a recent whitepaper detailing the importance of contextual advertising following the upcoming deprecation of third-party cookies.
Third-party cookies are soon to be a [...]

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