Brian Danzis, managing director, US, Seedtag
There’s an enduring cliche in sports: some teams play not to lose, whereas others genuinely play to win. The same could be said of how brands and agencies have approached contextual targeting.
As brands reach out to agencies to plan for life without cookies, agency teams have a pivotal opportunity to prove their strategic value and deepen client relationships. An increasing share of these deliberations revolves around contextual targeting, which is sometimes misconstrued as a secondary plan or a plan B. That is, contextual is still seen as a way not to lose.