Carat Views | Contextual Targeting

Contextual targeting has come to mean not only targeting based on the contents of the page, but also other signals that may make advertising more relevant including the location of the user.  The increasing demand for privacy and restrictions on technologies like cookies have led to greater increase, given that it is now much harder to target based on interests and other personal attributes. Clients should take advantage of new innovations in ad tech to test new ways of working to drive greater engagement and response.

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