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.