Why content still matters in the ad tech sphere
Marketers aren’t giving it as much attention as it needs Understanding your audience has always been vital to media planning and buying. Today, data-driven insights allow marketers to go beyond standard demographics and deploy much richer targeting. And with the predominance of programmatic, audience-driven planning and buying is more than at the fore. It has become standard operating...
Is third-party data targeting more effective than contextual targeting?
A new report from performance marketing agency Roast and ad platform Teads tested whether the costs of user data targeting and of complying with GDPR are worth it. Can contextual ad targeting work as well as interest- or occupation-based targeting? That question has become very relevant these days, in light of the consent requirements and other limitations surrounding personal and third-party...