Why contextual targeting is the future of digital advertising

By Arnaud Fischer|2020-04-28T12:27:15+00:00April 28th, 2020|Categories: Uncategorized|

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As CCPA goes into effect, and Google Chrome announces the phase-out of cookies by 2022, digital advertising faces a complete reboot

By Phil Schraeder. Published on April 21, 2020.

Just a few months ago, the 2020s loomed as a decade of significant transformation for the advertising industry. Less than two years after the European Union implemented the GDPR to address consumer concerns about access to personal data, the California Consumer Privacy Act (CCPA) went into effect on Jan. 1, leaving brands, ad tech vendors and publishers scrambling to figure out what they need to do to comply. Then, a couple of weeks later, Google announced that its Chrome web browser, following similar moves by Safari and Firefox, would eliminate cookies by January 2022, further complicating how, in the not-too-distant future, digital advertising would reach customers without access to the third-party data that had become the standard for programmatic initiatives.

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About the Author: Arnaud Fischer

Internet Search technology, marketing and business professional developing and taking to market technology platforms, SAAS Web services and online advertising solutions with Microsoft, AOL, Altavista, Glam. Product Leader with proven track record in strategic planning, product management, product marketing, brand development, positioning, communication, differentiation, messaging, organic search engine optimization, online display advertising, paid search, social media marketing, monetization and new product launch with the unique combination of strategic vision and tactical skills.