Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context -- the art of simply placing an ad in a related publication or TV show -- will continue to prove valuable.But can context actually work against effective ad targeting? That's one theory.
"Research shows context does matter -- a car ad shown on a car site is the right context," according to GroupM programmatic division X'axis EMEA CEO Caspar Schlickum.
"But, at the same time, also lots of research shows a car ad out of context can be even more powerful because there's less clutter. A car ad shown on a fishing website, for example, may be actually much more noticeable in that context."
The video is part of preview series leading up to the Future of TV Advertising Forum in London You can find videos from the series here. The series is sponsored by Xaxis.
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