Eye on the Industry

In a privacy-first world, as the industry prepares for a cookieless future, contextual targeting is making a return.

We're excited to share with you the IAB Australia's Contextual Targeting Handbook. Eyeota is a proud contributor to the guide—a special thank you goes to Jimmy Aoun, Eyeota's Business Director in APAC.

For the past decade, marketers have been fixated on delivering one-to-one marketing solutions which heavily rely on cookies and personal identifiers to retarget. This model has been built on the back of massive data sets of personal information flowing through the ecosystem, allowing marketers to track people across their entire online life. However, now the industry is facing an impending data drought over the coming years that will change the rules of the game.

In our latest installment of the Audience Data Sessions (ADS), we invited Rachel Macey, head of TGI business development at Kantar, to discuss how consumer attitudes and motivations have changed since the onset of the pandemic, Kantar’s positioning in a post third-party cookie world and what opportunities lie ahead for marketers using data in 2021.