Digital ad targeting is changing fast. The phase-out of third-party cookies, tighter privacy laws, and growing consumer concerns are forcing advertisers to rethink strategy.
Currently, there are two main strategies. Behavioral targeting uses past actions and consumer behavior, while contextual targeting aligns ads with website content and keywords.
For marketers and advertisers, the challenge is to know when and how to use each to maximize ROI.
This article examines the evolution of targeting, compares behavioral and contextual advertising, and explains how to use each approach effectively.
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