Contextual advertising and total news publishing are the perfect match

By Vanessa Lyons
Published Mediaweek

The phasing out of third-party cookies is driving a fundamental shift in media planning, with a renewed focus on contextual advertising as a privacy-conscious and effective alternative.

With contextual advertising, the media is the indicator of audiences’ needs and interests and the strategy by which to target them. As such, selection of the right media based on needs and interests is fundamental to success.

But other factors including diversity of content, relevance, reach and trustworthiness are also crucially important and planners should consider these when making their selections.

Within this context, Total News Publishing emerges as one of the best media types for contextual advertising campaigns.