In an article for ExchangeWire, John Snyder, Grapeshot co-founder, discusses the future of contextual advertising and how contextual technology can solve some of the industry's thorniest challenges. According to Snyder, the current advertising landscape presents a significant opportunity for technologies capable of identifying and expanding campaign audiences without infringing upon privacy concerns. The opportunity is more than a temporary solution; it's the chance to overhaul the entire adtech ecosystem and gain a deeper and more respectful understanding of audience behaviours. Furthermore, it opens up doors to enhance the accuracy of content categorization and bolster brand safety measures. Snyder highlights that contextual technologies have always held a higher purpose and now play a central role in addressing these challenges. Combined with the potential impact of advanced technologies such as AI and Machine Learning, Snyder is excited at the prospect of incorporating live behavioural data into contextual operations while adhering to privacy regulations.
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