Consumers set up a blockbuster holiday season at the Box Office
Rachel Gantz, GM of Activation Solutions at Comscore, discusses audience-based targeting vs. contextual targeting and the advantages of paring both strategies together with BeetTV's Robert Andrews.
As privacy regulation has dampened some aspects of advanced user targeting and as the deprecation of cookies looms near, marketers are seeking an alternative way to get the best fit.
One of the leading contenders is contextual targeting, the practice of seeking out ad inventory adjacent to particular kinds of content, rather than targeting individual users, no matter what content they are consuming.
This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr.
Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.
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