Publishers are finding themselves caught in the line of fire as ad-tech companies, in their search for alternatives to third-party cookies, build out their contextual targeting offerings.
The decline of third-party cookies means it will be harder for marketers to identify and target specific audiences. As the industry tries to resolve its identity crisis, contextual advertising becomes an attractive alternative.
Contextual offerings rely on heaps of data that buy-side companies can gather by scattering web crawlers across the internet to scan domain names and the content on websites.
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