Contextual Targeting Handbook 2021

On June 30, 2021 Research & Resources

Over the last decade or so, the industry has become highly focussed on audience-based buying and how to most efficiently and effectively leverage third-party data. More recently a nostalgic trend has emerged of a return to contextual attributes, driven by an increased focus on consumer privacy and the deprecation of third-party cookies for campaign targeting, management and measurement.

This intention of this handbook being published by the IAB Australia Data Council is to help define what contextual targeting is, how it works, how it differs from behavioural targeting and to provide some best practices and recommendations for the future – based upon what we already know and where we are seeing increased innovation and investment.

All of the case-studies and product examples referenced in this document will also be made available online to IAB Australia members. We hope that you find it useful. Thanks to all the contributors listed below.

Jessica Miles, Country Manager ANZ – Integral Ad Science
Dan Richardson, Head of Data, ANZ – Verizon Media
Jimmy Aoun, Business Development Director, ANZ – Eyeota
Daniel Cravero, Head of CX Engagement JAPAC – Oracle Advertising
Josh Slighting, Head of Data & Digital Audience – Network Ten
Rob Hall, CEO – Playground XYZ
Nico Celedón, Data & Measurement Lead – Google
Gabrielle Turyan, Product Marketing Director – Silverbullet (4D case-studies)