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With the "death of the cookie" approaching, the entire digital advertising industry is looking for ways to retain and grow advertising spend in this new paradigm.

Today, the majority of digital advertising is centered around behavioral advertising: showing precisely-targeted ads to users based on data that indicates they are likely to be interested in them. For example, showing an ad for sneakers to someone who recently visited an ecommerce store browsing for shoes.

New privacy-preserving forms of advertising will focus less on tracking users and their interests, and more on other signals to show the best ads for different scenarios.

One of the methods for serving ads that is getting a lot of attention right now also happens to be one of the oldest forms of advertising: contextual advertising.

Contextual advertising is fairly straightforward and easy ...
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