IAB Europe releases a Guide to Contextual Advertising
IAB Europe today released a Guide to Contextual Advertising, a document with 34 pages providing education on alternatives to third-party cookies.
IAB Europe says the Guide to Contextual Advertising offers a definitive round-up of what contextual advertising is, and the opportunities it provides in Europe, particularly in a post-third party cookie world. It also offers key considerations and best practices.
Experts from IAB Europe’s Programmatic Trading Committee developed the Guide to Contextual Advertising, with contributors including Bloomberg Media, CNN International, Comscore, DoubleVerify, IAS, Magnite, PubMatic, Rakuten Advertising, Triton Digital, and Xandr.
This year, IAB Australia also launched a contextual targeting handbook.
According to a IAB Europe/Xandr Research, contextual targeting is the top strategy cited by advertisers for the upcoming loss of third-party cookies and device identifiers:
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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