Context 2.0: Geo-Contextual Targeting
As the ad tech industry is readying itself for a new privacy-centric future and a trackless world, the key question is: in a world without ad trackers, how can advertisers continue to reach their target audiences at scale? The answer, as set out in this white paper, is for the industry to double down on context-based marketing by enriching it with spatial, audience and movement-based data. The approach builds on existing, successful context-based geo-targeting methods to use context as a proxy for personal data. The model gives all the benefits of digital personalisation with none of the privacy downsides. We provide examples of companies that are already using it, and outline some of the technical underpinnings that make it possible.
The report’s content in a nutshell:
- What it means to target in the context of space
How time, movement and location data intersect
- The technology behind Contextual Targeting
A new approach for a trackless ecosystem