Tim Beveridge's Articles on Martech Zone
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Advertising Technology
Contextual Targeting: The Answer to Brand-Safe Ad Environments?
Today’s increasing privacy concerns, coupled with the cookie’s demise, means marketers now need to deliver more personalised campaigns, in real-time and at scale. More importantly, they need to demonstrate empathy and present their messaging in brand-safe environments. This is where the power of contextual targeting comes into play. Contextual targeting is a way to target relevant audiences using keywords and…
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Advertising Technology
Why Contextual Targeting Is Critical For Marketers Navigating The Cookie-Less Future
We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing For A Cookie-Less Future The increasingly privacy-savvy consumer is now…
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Advertising Technology
Contextual Targeting: Building Brand Safety In A Cookie-less Era
Brand safety is an absolute must for marketers moving forward in this politically and economically volatile environment and could even make the difference in staying in business. Brands are now having to pull ads regularly because they appear in inappropriate contexts, with 99% of advertisers concerned about their ads appearing in brand-safe environments. There is good reason for concern Studies…