Evidence-based thinking is a management virtue, and for marketers spending in the digital channel, leveraging data has become conventional wisdom. But as is the case with most conventions, fresh ideas and technologies emerge to address new challenges and respond to market forces.

In digital advertising, contextual advertising provides a timely and impactful new option for marketers who wish to reach relevant audiences without having to rely solely on ID-based demo, geo, and behavioural data. Context provides a new powerful tool for data-driven marketing in the digital channel.

The original promise of digital advertising was its ability to reduce the ‘waste’ inherent in Read full story ›

Source: The Drum