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Mobile marketers intensify focus on contextual signals amid privacy changes

May 5, 2021

With Apple’s changes to the Identifier for Advertisers (IDFA) finally in effect — and the death of the third-party cookie imminent — mobile advertisers are prepared to reach consumers by focusing on the context of their ads, rather than one-to-one targeting and personalization. Focusing on context will lead advertisers to spend where consumers are spending their time.

“Of course personalized targeting is important, but what’s most important is where the consumers are and what they’re doing,” Sarah Bolton, executive vice president of business intelligence at Advertiser Perceptions, said in a statement. “They have to be where the audience is going, and due to the COVID impact, areas like gaming, kids and entertainment content have seen massive audience growth over the past year.”

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