Publishers Eye Potential for Contextual Ad Revenue Growth

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As the pendulum swings away from data-heavy, third-party based audience targeting, publishers are using contextual data tools in smarter ways and gaining more control over their contextual ad revenues.

Contextual ad targeting — where ads are served to people based on the environment they’re reading content — has become more nuanced since the brand safety debate required tech tools to be more specific about how they classify a page beyond simple keywords.

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