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Criteo Uses Purchase Data to Refine Contextual Ad Placement

Contextual advertising is being reborn as an alternative to cookie-based ad targeting. Adtech vendor Criteo is improving contextual results by adding insights based on each publisher’s first-party purchase data. Specifically, it will identify the content related to each purchase, find other pages with similar contents, and show ads with relevant product recommendations. Old-school contextual targeting wasn’t refined with purchase history.

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ANA Attacks Programmatic Media Transparency with an RFP

April 30, 2021

Ad industry group ANA has issued a Request for Proposal for a study of programmatic media transparency, which the ANA described as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.” ANA CEO Bobo Liodice added that “Marketers do not have a fully transparent line of sight into their programmatic supply chains”. Jamie in our Department of the Obvious is impressed.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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