Context is Key: A New Frontier to Drive Ad Performance
As the advertising industry advances beyond third-party cookies, contextual relevance is revolutionizing digital strategies. While context-based buying methods offer a multitude of marketer benefits, consumers are weighing in on context— and they’re loving it. IAS research has shown that 74% of consumers like to see ads that match the content they’re viewing. What’s even more conclusive, this recent biometric study revealed over half of consumers find it disruptive when an ad is not related to the content they’re reading.
Tony Marlow, Chief Marketing Officer at IAS, presented a dedicated session at AdExchanger’s Programmatic I/O, sharing findings from proprietary research along with key ways marketers can step up their contextual targeting solutions to maximize consumer engagement.
For more information on how IAS can help you connect with the right audience, check out our contextual targeting solutions.