brand safety

Ad Budget

Made for advertising Websites are Burning 15% of Your Ad Budget

“Know how these Harry Potter characters are doing now? The 3rd one is a shocking revelation!” These headlines are very difficult to resist and where it leads to is another surprise. Often these websites are like a carnival of ads covering every possible space. From flashy ads to pop-up ads, there is an ad at every step of your click. And what about the Harry Potter characters? Well, you will find out only after you make dozens of clicks and pass through multiple pop-up ads. And these digital carnival spaces also have a name. These are called “Made for advertising” websites. According to a recent study by ANA, 21% of the impressions come from the MFA websites. This means that an average of 15% of the ad spends are wasted due to these clickbait websites. Know in detail the impact of MFA websites on the advertiser’s campaign and how advertisers can take the right action to reduce the wastage of ad spend and ensure brand suitability. What are Made for Advertising Websites? Made-for advertising websites are smartly concealed modes for ad arbitrage. These websites as the name suggests are created to show ads. Not one or two but many. The purpose of these websites is to generate traffic to their websites, leveraging search engines and social media platforms at a low cost. These websites are often overloaded with filler and irrelevant content, clickbait headlines, multiple interlinked websites and multi-page articles. This increases the chances of showing display and video ads that can attract more eyes. What do Advertisers think? They are getting a high volume of traffic. The Reality is, The sole purpose of the MFA websites is to bring maximum numbers of ad impressions. However, the truth is not as shiny as it looks. The content and user experience on these websites are way lower than what an advertiser can expect for an ad placement. Users are navigated to non-relatable ads, providing a confusing user experience and in the majority of cases they are also directed to false navigation buttons, to increase page views per session. Some MFA sites also deploy fraudulent techniques like pixel stuffing or ad stacking which enables to loading of ads multiple times delivering maximum views. The thin line of reality of this is it is not seen by the human eye. The Attractive Bait Made-for-advertising websites are an attractive deal for advertisers. Reason? They deliver greater than-average results. According to Ebiquity, the MFA websites deliver a viewability rate of 77% which is way above the media benchmark of 63% as stated by the World Federation of Advertisers. Another selling point for the MFA websites is they have 30-40% lower CPM than other websites. However, the irony is these benefits are a matter of loss for the advertisers. Even though the viewability will be above average, the low-intent clicks will not bring returns. Instead, it is simply a waste of money. Why should Advertisers need to take action against MFA websites? Technically, MFA websites are real websites indexed on search engines. So why should advertisers care if their ads are placed on these websites? Well, every shiny thing is not a diamond. Similarly, these MFA websites might bring a high volume of impressions and show ads to real people but it will not create any brand awareness or bring performance that an advertiser is expecting from an ad placement. What are the risks associated with advertising on MFA websites? Made for advertising is technically not ad fraud, but its impact on a brand is no less than that. If your advertisement is showing up on a made-for-advertising website, then it can have the following impact: Low-quality ad placements: MFA websites are overloaded with ads than content on any of its given pages, which reduces the impact of an ad placement. As a result, an advertiser is paying for a placement that has no engagement. Spike in invalid traffic: Advertisers need to keep a check on the quality of traffic diverting to their website from digital ads. If there is an unusual spike in the traffic but it has a high bounce rate or no end action, then this share of traffic might be attributed to these MFA websites. Damaged brand reputation: MFA websites often use clickbait headlines, emotion-driven stories, fake news, objectionable photos, and other illicit content that advertisers object to being associated with. Appearing beside this content hampers the brand image and leads to a loss of customer trust. Low conversion rate, Poor ROI: Advertising on MFA websites means that your advertising budgets are getting spent on bot clicks. A focused analysis of the funnel performance will help to get transparency of the real quality of ad traffic. How can Advertisers dodge MFA websites during media planning? Stopping MFA websites can be inevitable, but taking the right prevention method will enable advertisers to curb its impact. There are a lot of blame games and finger-pointing happening in the industry about who is accountable for this problem. The SSPs (supply-side platforms) have set policies to forbid publishers from employing MFA site tactics. However, these regulations are not enough to vet the efficacy of the placements in a programmatic setup. Apart from looking at the SSPs and DSPs, advertisers can take the responsibility into their own hands by doing simple maths. If you think that with low CPM, generating a huge number of impressions with little to no action as a result. Or you can spend the same amount and get few impressions but better performance and action from quality traffic. How Advertisers can Maximize their Safety Net? The goal of an MFA website is to make money. Whether it is by showing numerous ads on a single screen, ad inventory that auto-refreshes adding at an abnormal frequency, or numerous links redirecting to further web pages, in some cases unsafe web pages. To avoid being placed on these websites, advertisers need to work with trusted tech partners like mFilterIt. With the transparency of where the ads appear, brands can adhere to the brand safety protocols

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E-commerce Intelligence

Hit a 6 This Festive Season with the Right E-commerce Intelligence

eCommerce has indeed gained momentum during the unprecedented Covid19 pandemic. The gain can be seen across all product categories and sectors alike. This has paved way for new players to enter the market, thus democratizing the retail marketplace for good. Last year, brands and retailers were navigating and pivoting to digital commerce and now, with the upcoming festive season, it is important to deliver to customers holistic shopping experiences and to remain relevant in today’s digitally competitive space. The amazing side to this story is that we, at mFilterIt have got you covered to make the best out of your eCommerce business in this upcoming festive season. Our 6-pillar approach will capture all the eCommerce intelligence dynamics and ensure you hit the bull’s eye! Discoverability Can your consumers find your products easily? Unless a customer can’t find you, you’re not doing something right. To be able to make sure that your brand comes to light within the first two pages of the search and understand why your competitors make it to the search, our tools give an insight into such key aspects. The tool also gives an analysis of the discount offers run by your competitors which will further help your brand develop strategies to how better offers can be made to attract more customers this festive season. Visibility Are your products being promoted? Running a successful business on an eCommerce platform and getting potential customers to buy is only half the battle. Giving them what they need at the right time with the right search is what makes a customer hooked on you. Our tool gives your business an edge by providing the right kind of visibility and also analyses the banner ad placement, competitor’s communication tactics, flash sales, and much more to help you strategize business decisions to make the most of your com sales. Availability Are your products in stock? Imagine a prospect buyer abandoning your page and heading on to your competitor’s page only the wanted product was out of stock! Such a loss! Our tool ensures that you not only get an overall stock availability but also gives a deep dive by providing availability of stock seller-wise, zip code-wise. Don’t let stock unavailability be the reason to lose out on customers this festive season. Search Analytics Is the SEO/SEM search working for you? Is your business the one that appears when a customer searches for a product you cater to? Or is your competitor outbidding you? We help you by not only giving an insight into what are the keywords doing good or bad for your business but also analyzing the ad content copy to ensure that your business does not incur wasteful ad expenditure. Performance How is the customer evaluating you? An important parameter for any business is to understand what are their customers talking about them and how well can they improve as per their customer’s liking. Our tool is adept at analysing all the ratings and reviews basis sentiment and revenue which will help you improve your product’s performance and live up to your customer’s demand. Brand Safety Are safety norms being followed? Given the festive season, it becomes a great opportunity for fraudsters to compromise on your brand’s safety by selling counterfeit products that hurt your brand reputation. Not only this, there are unauthorized sellers on e-commerce marketplaces who deal in your products which has become a major brand safety concern. Speak with us to get your free trial today!

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stay-safe-online

From Vulnerability to Vigilance: Navigating Brand Safety in 2023

Ensuring brand safety in the online ecosystem is becoming a growing concern for modern brands. A large chunk of marketers has started recognizing the threats against their brand’s safety. Misinformation, wrong messaging, bot traffic, and “algorithms” are just some of the many serious threats facing brands these days. In a survey of over 600 leaders at top brands, agencies, and media buying companies, 40% expressed that they expect threats to their brand safety to grow in 2023. While that is an alarming number, the good news is that the awareness needed to push back against such threats is increasing. As online fraudsters become more creative and innovative with the techniques, they use to commit fraud, advertisers are also becoming more cautious. If you are one such advertiser, this article is for you. In the upcoming sections, we will discuss how advertisers and brands can prepare themselves to face and triumph over the ever-evolving brand safety issues in 2023. Without wasting any time, let’s jump right in. Why is Brand Safety Essential for Brands in 2023? Brand safety is important to every single stakeholder involved in the advertising supply chain. Starting from the ad networks to the publishers, it is important to do their part in maintaining brand safety to ensure that their customers, the advertisers, continue trusting them with their ad budgets. That said, there is no denying that brand safety incidents have the biggest impact on advertisers and brands. In worst cases, brands may experience permanent, irreparable damage to their brand reputation. Paying attention to brand safety and protection isn’t just important from the point of view of preventing a negative impact on brand reputation. There are many positive benefits of actively pursuing and monitoring brand safety. Some of them are: For a Positive Brand Image Brand safety threats can take many forms. One of the most daunting ones includes instances where a brand’s ad is published on websites that host questionable or extremist content. Having a brand’s ad published on websites that engage in fraudulent activities can also cause significant damage to the brand’s reputation. While most stakeholders are aware that in most cases, advertisers have little control over where their ads are displayed, the same isn’t true for modern consumers. They may be quick to think that the brand in question supports the views or activities found on the publishing website. This, if not monitored and avoided, can cause serious damage to any brand’s reputation. This isn’t an imagined threat. The world’s biggest brands have experienced such a threat to their brand image and have used their position to transfer some of the consequences to publishers like Google. Unfortunately, smaller brands don’t enjoy the same luxury and thus, they must proactively protect their brand’s reputation against such a threat. To Make a Strong First Impression Brand reputation incidents can hurt any brand. However, established brands have a history associated with them, along with a loyal audience. These elements can prove advantageous and contribute towards a quick recovery after a brand reputation incident. However, upcoming brands don’t enjoy any such advantages. Even a single brand reputation-threatening instance can prove fatal for new brands trying to make a name for themselves. While that is the worst case, even in less extreme scenarios, emerging brands can expect their advertising costs to spike significantly after even a minor brand reputation incident. This is because in order to recover from such an incident will involve rebuilding the brand’s reputation from scratch. This may prove to be an undertaking that may demand a higher-than-usual investment in terms of the advertising budget. Key Considerations to Implement Brand Safety Now that we have established the importance of ensuring brand safety, you may be wondering what you can do to ensure the same. Here are actionable steps you can take to ensure your brand’s reputation is not under threat: 1. Set brand safety guidelines Defining brand safety best practices will enable you to understand actionable steps you must take (or avoid) in order to protect your brand’s reputation. To that end, you should consider defining guidelines that outline what ‘brand-safe’ content is, and what isn’t. You should also have clear guidelines outlining the kind of content that you never want to be associated with your brand. Most advertisers try to avoid content that talks about military conflict, drugs, arms, crime, death, and hate speech. While these can act as a good starting point for defining unsafe content for your brand, remember that this list is not exhaustive. You may want to add or omit certain types of content based on your brand’s preferences and audience. 2. Create a list of blocklisted sites Once you have identified what type of content you want to avoid, it is time to identify websites that are known to publish such content. This will be your own list of blocklisted websites. You can instruct publishers to never publish your content on any website in this list and ensure your brand does not appear next to questionable content. To make sure that this exercise has a positive impact, it is important to understand that it isn’t a one-time undertaking. It is recommended that you revisit this list from time to time and update your list. 3. Collaborate with a Brand Protection Partner Any smart advertiser can understand that as important as their list of blocked websites is, it can never be complete. There will always be questionable websites that you may not be aware of. However, just because you aren’t aware of such websites, it doesn’t mean that their potential to hurt your brand’s reputation is any less than others. So how do you protect your brand against threats that you are not even aware of? With the help of a brand protection partner like mFilterIt’s brand protection solution. Such a solution ensures that your brand protection infrastructure is bulletproof, with no missed instances. Let’s find out how this is made possible. How can mFilterIt help you protect your brand reputation? As mentioned above,

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The Power of Perception: Navigating Brand Safety in the Era of Fake News

Fake news is no less than a plague in the online ecosystem. The list of people and organizations suffering from fake news seems to be growing indefinitely. However, digital advertisers have been a part of this list for some time now. That’s right. Even if your brand has nothing to do with politics or the ongoing current events, if you are engaged in digital advertising, your brand may suffer harm because of fake news. More specifically, fake news can lead to long-term reputation harm for brands. If that sounds alarming, it is because this is an alarming matter, and in this article, we will be diving deep into the details. Let’s start with the basics: What is Fake News? While there’s no fixed definition for fake news, the term refers to any piece of misleading information. When you search for the term on Google, the first result comes from a Wikipedia article dedicated to the subject. The article mentions that making ad revenue is one of the top reasons to use fake news. Here’s the extract, verbatim: “Fake news is false or misleading information presented as news. Fake news often has the aim of damaging the reputation of a person or entity or making money through advertising revenue.” So now we know that fake news can hurt a brand’s reputation and has something to do with advertising. Let’s dig deeper. How can fake news impact the brand’s reputation? If a brand’s advertising/messaging appears on a website that peddles fake news, the reputation of that brand may diminish in the minds of its consumers and prospects. Not surprisingly, this sentiment is not limited to fake news. If your ads are appearing on websites that publish hate speech content, conspiracy theories, and other forms of skewed information, you may be unknowingly causing damage to your brand reputation. This trend is not just limited to sentiments. It is causing real and serious damage to brand reputations, which is hurting the bottom line of advertisers. Over 80% of UK consumers surveyed say the ‘responsibility of ad placement lies equally across the supply chain.’ These consumers have also stated that they will stop buying from brands with ads next to hate speech, fake news, violent content, and even controversial political views, among other similar topics. Alarmingly, less than half of digital advertisers have clear guidelines to avoid advertising next to misinformation or hate speech. How might you be funding fake news/misinformation? Consumers hold brands responsible for vetting where their ads are appearing. This is because many consumers (correctly) believe that the ad budgets allocated to these websites keep them alive, enabling them to continue spreading false information. This means that if your ad appears on a website that publishes fake news, you may unknowingly fund its efforts to spread the said fake news. Global Disinformation Index (GDI), in 2019, estimated that around $235 million of ad budget is given to websites that publish and spread fake news every year. Considering that nearly 500,000 new websites are popping up on the internet every single day, the above number has undoubtedly inflated exponentially in the past three years. Nearly a year ago, GDI published another report about how ad tech giants are serving ads to (and thereby funding) websites that spread misinformation regarding the ongoing Russia-Ukraine conflict. The same companies were also named in a more recent report about ad tech companies funding websites that spread misogynistic disinformation. While GDI does not name advertisers in their reports, most consumers on the web aren’t aware of how digital advertising works and blame advertisers for funding the spread of misinformation and fake news. There is a gap between consumers’ expectations and what is being achieved with brand safety best practices. How to Combat the Impact of Fake News? Every entity involved in the digital advertising supply chain has the social responsibility to ensure they do not knowingly or unknowingly support the spread of fake news. So what can advertisers do? For starters, advertisers using platforms like Google, Facebook, and Bing can manually check where their advertisements appear. All these platforms allow advertisers to customize their placement lists, so you can simply remove the problematic websites from your placement lists. You can also add known publishers of fake news to a blacklist. It is also a good idea to start working on company-wide guidelines designed to avoid ad placements on fake news websites. However, if you are using third-party ad platforms, then manually vetting every publisher can be unrealistically time-consuming. This is where brand safety can come in handy. mFilterIt’s digital brand protection solutions help advertisers advertise in safe ad placements. The solution uses the capabilities of AI and ML to validate the content beside which the ad is placed and ensure it is GARM (Global Alliance for Responsible Media) compliant and contextually relevant.  Conclusion While fake news may seem like a problem that has nothing to do with brands, the case is quite the contrary. As brands continue to spend their advertising dollars without vetting publishers, the monetary incentive for publishers to publish fake news and hate speech is only going to grow. Brands must take a stand against the spread of fake news, realize their role and responsibility regarding the same, and employ relevant solutions that enable holistic brand protection. Get in Touch to learn more about the Brand Safety

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advertise-fearlessly

Advertise Fearlessly: Best Practices for Brand Safety in the Digital Ecosystem

The CNN-Applebee controversy that happened in February 2022 brought a serious problem faced by digital advertisers to light. The TV news channel ran a “squeeze back” ad for Applebee’s, which was displayed right next to their coverage of the Russia-Ukraine conflict. This attracted a lot of backlash from the public. The problem of advertising adjacency issues is even more serious in the digital world. While TV advertisers know exactly what content will be shown along with their ads, this isn’t true for most online advertisers. While the Applebee incident might have been the result of oversight, the truth is that with TV ads, advertisers have the freedom to make decisions in the interest of their brand safety best practices. Brands using programmatic advertising have little to no control over where their ad is published. Even in the cases where the brand can exercise control over who publishes their ads, vetting individual publishers can prove to be a complex and time-consuming task. A Times UK article sheds more light on this issue by naming several well-known brands whose ads are being displayed on extremist websites publishing violent and political views. Brands need to start thinking about this emerging threat and update their brand protection protocols to avoid it, and this starts with awareness. Brand Safety Risks The risks to brands’ reputations are not just limited to extremist websites. In this section, we will explore the biggest threats to brand reputation. Let’s get started: 1. M algorithms “Malgorithms” is the term used to describe instances where there is a contextual misalignment between the content of a page and the ad being displayed on it. Here’s an example of the same: The advertisement for the Hollywood film “2012” was displayed right on top of a news story about the devastating Chile earthquake. While some viewers may find this particular example funny, there are much darker ones that may lead to damage to the advertising brand’s reputation. 2. Fake News Fake news is a problem that plagues multiple areas of our lives. For marketers, this problem also poses threats to their brand’s online reputation. Consumers say that they will outright stop purchasing from brands that have ads appearing on websites peddling fake news. In a 2021 survey, respondents from the UK said they would boycott their favorite brands if their ads appeared on websites publishing COVID-19 conspiracy theories. This is primarily because the advertising budgets allocated to publishing on these websites are what keep them alive and kicking. Even if a brand is not aware that its ad is being displayed on a fake news website, the harm to its reputation is going to be very real. 3. Extremist Sites We have already briefly discussed an example of advertisements appearing on extremist websites. This problem is quite prevalent, with ads of some of the biggest brands on the planet appearing on websites discussing extremist religious, sexist, racist, and fundamentalist views. The problem with this is quite similar to the problem with fake news websites. A portion of the ad budget is paid to these publishers, which enables them to continue peddling their hurtful views on the web. Consumers have made this connection and are actively voicing their concerns against brands whose ads appear next to extremist content. 4. Unsafe YouTube Ad Placements These problems are not just limited to third-party websites that work with advertising networks such as Google’s DoubleClick Ad Exchange. Some brands have faced serious backlash because their ads have appeared on extremist YouTube videos. Here’s an example: Nissan’s ad is being played right before a video discussing racist views. Well-known brands like Netflix, LinkedIn, Mozilla, Amazon, and Adidas (among many others) have had their ads appear on videos published by extremist channels on YouTube. Such instances pose a serious threat to the online brand protection efforts of these brands. Best Brand Safety Practices to Incorporate Thankfully, brands that depend on digital advertising aren’t completely helpless. There are a number of brand safety best practices that you can employ to protect the reputation of your brand: 1. Define safety standards for your brand This is the most basic yet important step that any organization can take in this matter. Brands must have safety standards that clearly define the following: A list of ad publishers that are to be avoided What content is off-limits for ads, and How these websites and content pieces should be vetted and avoided For instance, you can decide to advertise exclusively with publishers that are transparent about their inventory and publish GARM (Global Alliance for Responsible Media) compliant content. 2. Get A Transparent Overview The advertisers must be aware of where their ads are served and where the ad spends are invested in the ad supply. This will help the advertisers optimize their campaigns better and ensure their ads are not vulnerable to fraud. 3. Hire A Trustworthy Programmatic Platform The programmatic ad platform you use has perhaps the biggest influence on where your ad will end up. That’s why it is important to work with highly reputable publisher partners. The single most important quality to look for in a trustworthy programmatic publisher is transparency. Make sure you work with programmatic publishers that offer unrestricted access to their inventory, so you can see where your ad may end up and make an informed decision. 4. Run Ads On A Premium Inventory Many brands avoid premium inventory and stick to blind bidding, citing budget constraints. While access to a premium inventory may be a little expensive, it is a small price to pay to protect the online reputation of your brand. 5. Go Beyond Keyword-Blocking Keyword blocking is widely considered an effective way to avoid questionable publishers. However, the generic nature of this strategy deprives brands of access to many premium websites that publish great, contextually relevant content. 6. Rely on Context Than Content Instead of relying on crude methods like keyword blocking, brands pay attention to the context of the content on websites where their ads may be displayed. Contextual targeting doesn’t

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contextual-advertising

Adapt or Fail: Contextual Advertising in a Post-Cookie Landscape

All over the world, the rising concern about data security and user privacy has led to a major transformation in the way online marketing is conducted. Regulations like GDPR rendered cookies less effective, and now the third-party cookies which are the backbone of behavioral tracking for marketers, are being removed by browsers. By 2024, marketing campaigns will no longer be run by tracking using the third-party cookies that helped to identify the customers online and show them ads wherever they go. The ad placement in the cookie-less world will be defined by contextual advertising. What Is Contextual Advertising? Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown. For instance, a car ad would be shown on a website related to automobiles, and you might see a toothpaste ad on an oral healthcare portal. There might also be an advertisement for pens in a news article about school exams. Contextual Advertising targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities. Contextual Advertising Is the Future Contextual advertising is changing the way digital advertising works. In the future, no web browser will use third-party cookies (Apple and Mozilla have already done away with them), and that’s when context will become the king. The marketers will need smart AI/ML-driven contextual targeting programmatic solutions to identify the context of a web page and display the right ad to the right users. It would ensure that if you are selling a beauty product your ad is not shown beside a sports website Contextual advertising is compatible with various privacy laws such as the GDPR or potential data privacy bills that might soon be introduced in a country like India. Further, the ability to use advanced AI/ML solutions to understand the context of a webpage accurately will ensure the delivery of messaging that appeals to the visitors of that webpage. It might be in its early stages, but it is estimated that contextually relevant advertising will be a segment worth over $375 billion within the next five years. Prioritizing Contextual Advertising for the Post-Cookie World Google Chrome is the world’s leading web browser, and it will block third-party cookies starting in 2024. The technology to block the cookies has already become available, and Google has decided to wait until 2024 to allow developers and marketers to get used to cookie-less marketing. As a marketer, now is the time to act and ensure that you keep generating the desired results through contextual ad targeting. This not only helps in protecting the customer’s privacy but also increases the ad relevance and potentially higher ROI for the marketers. Within the next 2-3 years, contextually relevant advertising would become the standard approach for digital marketers, and early movers always have an advantage. Let’s take a look at some of the key benefits of contextual targeting programmatic for businesses: Better Targeting – Since the cookies are not going to be there, marketers can’t chase audiences with ads related to their preferences since that data won’t be accessible. However, they can easily use AI/ML tools to identify the most relevant web pages for ads and cater to an audience that is already interested in products/services similar to their offerings. Adherence to Privacy – With data anonymization and strict privacy laws mandating that advertisers can’t discreetly use cookies; contextual advertising ensures complete adherence to such privacy measures. Better Audience Engagement – Since the web page context and the ad content is going to be similar, there is a much greater chance of the ads engaging people than the conventional methods. This would boost the click-through rates and conversion rates of the campaigns. Superior Brand Safety – Contextually relevant advertising significantly reduces the chances of ads being published on irrelevant web pages. Thus, marketers can prevent ad fraud, reduce risks to brand value, and also optimize their ad spend. Let’s take a slightly deeper look at how AI and ML-powered solutions can make contextual marketing a safe haven for brands. Contextual Advertising and Brand Safety Customers in 2023 are not only more challenging to convert, but we are also more sensitive toward the content that is displayed through advertising. In the post-pandemic world, there are a number of sensibilities and emotional or sentimental considerations that need to be taken care of. Content that could have gone viral in the 1960s might be considered inappropriate or even offensive by modern audiences. That’s where brands need to constantly ensure that their advertisements are aligned with positive content, and don’t end up offending the target audience as far as possible. Failing to do that can lead to a significant dent in the brand’s reputation and potential financial costs and penalties. In Europe, 70% of marketers believe that ensuring brand safety is their top priority, and things are no longer any different in territories like North America, Asia, etc. For marketers to overcome this risk and ensure brand safety contextual AI holds the key. Contextual AI tools are capable of analyzing the content of a webpage including the images on it. This enables the system to identify whether the content is safe, positive, and aligned with the ad or not. The contextual programmatic solutions would place ads only on websites or apps that have content and values resonating with the ad content. Contextual advertising can also help businesses identify high-value platforms that they might have earlier missed out on in the conventional cookie-driven behavioral tracking approach. Way Forward Contextual advertising is going to be one of the effective ways for advertisers to survive in a cookie-less world. Contextual advertising will help advertisers be seen by the relevant audience. However, in case of unsafe ad placement, the brands have to face serious repercussions. Therefore, to advertise

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