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MarTech Podcast ™ // Marketing + Technology = Business Growth
The importance Of Brand Safety & Alignment In CTV Advertising
Nov 3, 2024
Juan Mendoza, an author and MarTech Weekly Newsletter host, chats with Brian Danzis, President of North America at Seedtag. They dive into the critical role of brand safety in CTV advertising. Brian highlights the revival of contextual advertising as cookie-based tracking declines. He explains how contextual AI can ensure that brands connect with consumers meaningfully while maintaining ad relevance. The discussion also touches on the shift from brand safety to brand suitability and the necessary tools for navigating these challenges.
18:04
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Quick takeaways
- Contextual advertising prioritizes delivering relevant ads within premium content, enhancing engagement and returns without relying on tracking cookies.
- The evolution of brand safety to brand suitability necessitates nuanced strategies and advanced AI tools to assess content appropriateness effectively.
Deep dives
Contextual Advertising in a Cookie-less World
Contextual advertising has gained renewed significance in an era where third-party cookies are becoming obsolete. It emphasizes the relevance of the advertising environment rather than solely focusing on audience targeting. By utilizing contextual AI tools, brands can engage consumers based on their interests without relying on tracking cookies. This shift allows marketers to deliver messages that resonate with the content being consumed, leading to more effective advertising strategies.
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