Over the last few years, data in the programmatic ecosystem has become lower in fidelity due to changes by Apple and upcoming changes by Google. Now don't get me wrong. There's still huge value in programmatic data. However, we do now have to adjust the way we use data.
One of the ramifications of these changes is a greater reliance on contextual targeting. Because you don't get as much fidelity as you used to in the data a user generates while using an Apple mobile device, for instance, that tracking data isn't as rich as it once was. What that consumer wants, in other words, isn't as clear.
So with lower data fidelity in advertising, we rely more heavily on contextual targeting. With contextual targeting, you know what the user is interested in right, regardless of what their data says.
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