Cookies are (nearly) dead, long live contextual. But how do you know if providers of this specialist tech are the real deal? Peter Wallace, MD for EMEA at GumGum, outlines what you need to ask before signing on the dotted line.
Digital advertising is at a crossroads. We’ve come this far based on the enthusiasm of advertisers for following online audiences as they explore and engage, but there has been an elephant in the room for the past few years.
Online audiences are soaring but Covid-19 keyword-blocking has kept advertisers away from them. Peter Wallace, Managing Director for EMEA at GumGum, outlines how contextual analysis tech can refine the search for safe content.
Contextualization technology will only become more important as brands seek to keep their reputations intact, argues GumGum’s UK Commercial Director, Peter Wallace.