LONDON – Once upon a time, all advertising depended on content adjacency.
The new science of audience targeting changed all that – but contextual targeting is back, and is getting “supercharged” by AI.
Jana Eisenstein, SVP, EMEA, Seedtag, in this video interview with Beet.TV, said content signals derived from AI promise to make contextual targeting far richer.
Context’s New Look
But, these days, “context” can also mean signals describing a user’s situation.
What Grand Review Research calls the contextual ad market is forecast to grow from $195.44 billion in 2023 to at a compound annual growth rate (CAGR) of 13.3% to 2023.
“What’s really new with contextual advertising this time around is the ability to use AI to help provide a real kind of supercharge to our ability to understand who we’re targeting,” said Eisenstein.
“In 2025, contextual advertising is one of the solutions that we can use to be able to target consumers at scale.”
Measurement’s Evolution in the Contextual Age
Seedtag’s artificial intelligence technology, dubbed Liz, is a key part of the company’s contextual ad platform. Its data sources include geolocation, ad placement, ACR data, contextual data, device type and publisher data, among others.
“Measurement is something that’s going to continue to evolve over 2025. It’s not simple,” Eisenstein added. “I think there’s new models that are evolving like attention measurement over 2025.
I think that advertisers will be largely testing these models, looking at which ones we can scale and grow with, but I think the jury is going to be out, at least in 2025, in terms of where we land.”
You’re watching Beet.TV’s coverage of The Future of TV Advertising Global. For more videos from this series, please visit this page.
