Mateusz Rumiński

Contextual targeting might not be a new, flashy approach, but with the shift towards privacy-friendly cookieless advertising, it’s about to become a crucial part of every advertiser’s outreach strategy. As Google retires third-party cookies, old methods of targeting will become ineffective, and the ability to target interested users through more subtle markets, like content context, will be one of the keys to marketing success.

Let’s learn more about contextual targeting, look at some contextual advertising examples, and learn how you can deploy it in your campaigns.

The scope of Brand Safety in digital advertising is broad and might be different for each brand. Find out how you should protect your brand against appearing next to undesirable content.

The process of advertising inventory purchasing has significantly evolved over the course of recent years. Another (r)evolution is right around the corner and it’s because of the deprecation of 3rd-party cookies.

In January 2020, Google announced that it will end support for third-party tracking cookies in the Google Chrome browser “within two years,” signifying major changes for retargeting Google Ads. In June 2021, this timeline was extended to 2023, June 2022 brought yet another extension to the 2nd half of 2024, and in April 2024 it was postponed to the beginning of 2025. Moreover, Google Chrome declared withdrawing 1% of 3rd-party cookies in Q1 2024 to provide a reliable environment for testing.

Other browsers, such as Safari, Firefox, and Edge, have already stopped supporting 3rd party cookies for retargeting ads. But from the marketer’s point of view, the fact that Google will also follow this trend for retargeting Google Ads is important due to Chrome’s over 60% market share. Therefore—how will retargeting work without cookies?

It’s time for the next part of our “Media Review” series. We take a deeper look at five pieces of content – including digital advertising analyses involving Apple’s ATT, a protocol for a privacy-preserving measurement, and the progress in Google’s Privacy Sandbox.

The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.