Both user consent for data-based ad targeting and contextual advertising for non-data-based targeting may be gaining new life following the launch in May of the General Data Protection Regulation (GDPR).
Some adtech observers have contended that contextual advertising can take the place of data-based audience targeting, because it does not require consent and could cost less.
In a recently released report, for instance, two UK firms reported that a test they conducted showed virtually no difference between contextual ad targeting — based on content and site type — and data-based audience targeting based on user attributes.
It depends, Purch Chief Revenue Officer Mike Kisseberth told me recently.
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