Contextual targeting grows in importance for privacy and post-cookie world

An overview of how European advertisers, agencies and publishers are considering solutions to data protection regulation and browser cookie controls.

Contextual targeting is growing in importance as a possible solution to data privacy regulations and browser cookie controls in Europe, according to research from IAB Europe.

Over two-thirds (70%) of European advertisers are considering contextual targeting as a solution to data protection regulations and browser cookie controls, an increase from 62% in 2019. Agencies show a larger increase in interest, rising from 57% in 2019 to 71% in 2020.

This comes as Google phases out third-party cookies from its Chrome browser and data privacy gets renewed interestfrom consumers and governments. Post-cookie efforts have so...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands