Contextual Targeting Works as Well as Third Party Data: Roast Study

If there’s any universally accepted truth among data-driven marketers, it’s that ad placements based on individual data are more effective than placements based on context (i.e., the publication where an ad appears). This study from online ad agency Roast and ad platform Teads challenges that assumption, finding contextual targeting works equally as well as targeting on typical third party segments such as lifestyle, demographics, and interests. Many caveats apply: they measured click-through rate, not conversions; they tested a B2B ad (for a study about voice search advertising); and they tested broad data categories, not specific information about individuals. But interesting nevertheless.