Context in Digital Advertising
Myton St, Hull HU1 2PS, UK
In my work both at Google and now at Reach Plc, I have been exploring the role of context in digital advertising. Increasing levels of Data have enabled the advertising industry to increasingly accurately target and personalize ads. The ubiquitous nature of cookies means that ads have been able to increasingly understand and react to a user's history for example through re-targeting.
This increasing accuracy of targeting has driven significant growth in the power of digital advertising, ensuring that ads are more relevant to readers. Public awareness of the use of personal data for advertising and lapses in data security is growing and has led to Increasing legislation.
Many new publishers are building their own followings and brands through proprietary platforms rather than big media houses. These publishers are both creators and curators and they view the clash of personalized ads and content negatively.
Past models had no choice but to tie ads closely to content, using this as a proxy to personalization, at reach we have been exploring the role of context in digital advertising. I will share some of the insights we have gained and discuss the potential impact of these findings.
Steve Rogers is Chief Digital Officer of Reach Plc where he is responsible for all Digital products. Reach Plc is one of the largest British news, magazine and digital publishers, with over 250 national and regional titles. Prior to this Steve was at Google for 9 years where he led global teams; his key roles were the leadership of the design of Publisher Products; AdSense, DFP Ad Exchange & Admob.
The Emerging Markets Team, responsible for the design of products for next billion user markets, such as a payments platform pilot, low bandwidth versions of Google photos, and mapping local businesses. Thirdly the privacy team with products such as the Account Dashboard, offering transparency and choice to users.
This listing has no upcoming events
Tech Talk Ticket Admission