{"id":296016,"date":"2020-11-04T05:00:00","date_gmt":"2020-11-04T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/why-context-matters\/"},"modified":"2025-01-30T04:45:44","modified_gmt":"2025-01-30T04:45:44","slug":"why-context-matters","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/why-context-matters\/","title":{"rendered":"On-Demand: IAB MeasureUp 2020 &#8211; Why Context Matters"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Our ANZ Country Manager <a href=\"https:\/\/www.linkedin.com\/in\/jessica-miles-36748020\/\">Jessica Miles<\/a> was a guest speaker at this year&#8217;s IAB Australia MeasureUp 2020 conference.<\/span><\/span><\/span><\/span><\/p>\n<p>Her presentation, &#8220;<b><span lang=\"EN-US\">Building resilient advertising \u2013 Why context matters&#8221;\u00a0<\/span><\/b><span lang=\"EN-US\">talks through a number <span style=\"font-weight: 400;\">of research pieces that IAS have run this year. Jessica touches on IAS&#8217;s Power of Context study but also draws from some other studies such as the <a href=\"https:\/\/integralads.com\/apac\/insider\/ripple-effect-study\/\">Halo study<\/a> and the IAS <a href=\"https:\/\/integralads.com\/insider\/coronavirus-ad-adjacency-follow-up-study\/\">Ad Adjacency study<\/a> which was run in response to the increasing volumes of COVID content.<\/span><\/span><\/p>\n<p><iframe title=\"IAB Australia MeasureUp 2020 Conference: &quot;Building resilient advertising \u2013 Why context matters&quot;\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/yxRSKOVZqIE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Presentation Overview<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;In early 2017, brand safety became the dominant topic in the digital ad world with increased scrutiny into digital advertising due to the possibility of ads appearing, adjacent to risky content, like terrorist recruitment videos or pornography. And for a while, there wasn&#8217;t much consensus on who should be responsible for addressing threats or how effective the digital marketing industry&#8217;s overall response had been.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But as we edge closer into 2021, that&#8217;s mostly changed. Marketers now frequently indicate that they are satisfied with the steps the industry has taken to address brand safety. And we&#8217;re now seeing the digital advertising landscape shift towards<\/span><a href=\"\/solutions\/brand-safety-suitability\/\"><span style=\"font-weight: 400;\"> contextual targeting<\/span><\/a><span style=\"font-weight: 400;\">. And even though contextual targeting has been a part of the marketing mix for a while, it&#8217;s regaining interest in today&#8217;s environment. And that&#8217;s partly due to the changes in privacy regulation; consumers are becoming more protective over their online data and privacy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We ran a recent consumer privacy survey, and it showed that seven in 10, Australian consumers have taken action to help limit data collection when they&#8217;re online. And so this change in attitude has developed alongside the increasing regulations like GDPR, or the deprecation of third party cookies by browsers. So this really brings us to the topic of today, which is context and how it can help advertisers build resilient advertising.&#8221;<\/span><\/p>\n<p><strong>To hear the remainder of Jessica&#8217;s presentation, <a href=\"https:\/\/www.youtube.com\/watch?v=yxRSKOVZqIE\">click to watch On-Demand<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our ANZ Country Manager Jessica Miles was a guest speaker at this year&#8217;s IAB Australia MeasureUp 2020 conference.<\/p>\n<p>Her presentation, &#8220;Building resilient advertising \u2013 Why context matters&#8221;\u00a0talks through a number of research pieces that IAS have run this year. Jessica touches on IAS&#8217;s Power of Context study but also draws from some other studies such as the Halo study and the IAS Ad Adjacency study which was run in response to the increasing volumes of COVID content.<\/p>\n","protected":false},"author":1,"featured_media":296017,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[223,221],"tags":[188],"class_list":["post-296016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac","category-topics-apac","tag-webinar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>On-Demand: IAB MeasureUp 2020 - Why Context Matters - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/why-context-matters\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"On-Demand: IAB MeasureUp 2020 - Why Context Matters\" \/>\n<meta property=\"og:description\" content=\"Our ANZ Country Manager Jessica Miles was a guest speaker at this year&#039;s IAB Australia MeasureUp 2020 conference. 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