The latest article on  ‘Marketing Land’ is titled “Intelligent IP: Revolutionary Ad Targeting For Locally-Minded Marketers”.

Oliver Jacob says, “In my last column, I analyzed the limitations of cookie-based behavioral targeting for locally-focused advertisers. As demonstrated in that study, contextual targeting strategies — in a series of well-documented tests — eclipsed behavioral targeting in performance and brand safety.

However, as digital advertisers are aware, not every contextual targeting strategy is scalable at the local level; such a strategy can be limited by the availability of real-time contextual inventory. As cookie-based behavioral targeting becomes increasingly compromised and contextual targeting encounters scalability restrictions, local marketers are left with incomplete targeting techniques that can preserve reach to relevant audiences and are scalable”.

Intelligent IP: Revolutionary Ad Targeting For Locally-Minded Marketers

Marketing Land

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