Contextual advertising for non-data-based targeting and user consent for data-based ad targeting could be getting new life following the launch in May of the General Data Protection Regulation (GDPR).

There are some adtech observers who have contended that contextual advertising can take the place of data-based audience targeting, since it doesn’t require consent and could cost less.

There is a recently released report, as an example, where two UK firms reported that a test they conducted showed virtually no difference between contextual ad targeting — based on content and site type — and data-based audience targeting based on user attributes.

It depends, Purch Chief Revenue Officer Mike Kisseberth told me recently.

[Read the full article on MarTech Today.]

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