IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2022v11i2p137-144.html
   My bibliography  Save this article

Contextual advertising: Then, now and in the future

Author

Listed:
  • Silvers, Steve

    (Neustar, USA)

Abstract

Context has always been important to advertising, but in the age of third-party cookies and device IDs, it has been an afterthought. Now that privacy regulations are coming into effect and personal IDs are on the run, contextual advertising is back in favour. And it has come back with a vengeance. The tools available today are far ahead of what was available earlier. These innovations are creating new opportunities for media buyers as well as sellers — not the least of which is a reset of the buyerseller power relationship, a much-needed development if we hold any hope of seeing a more mature, responsible and effective advertising ecosystem in the future. This paper provides an overview of relevant background research from a modern practitioner’s point of view, an introduction to standards efforts and some early evidence of the adoption and effectiveness of contextual advertising. Contextual advertising holds much promise, but fulfilling that promise requires a thorough understanding of how we got here in the first place and a good grasp of where contextual tools are to fit in today’s complex and still evolving advertising ecosystem.

Suggested Citation

  • Silvers, Steve, 2022. "Contextual advertising: Then, now and in the future," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(2), pages 137-144, September.
    • Handle: RePEc:aza:jbs000:y:2022:v:11:i:2:p:137-144
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7318/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7318/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    contextual advertising; media buying; programmatic; data privacy; brand personality; band safety; brand suitability; content taxonomy; unified identity;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2022:v:11:i:2:p:137-144. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.