Cookies versus Context: How Contextually Relevant Advertising Drives Consumer Impact; May Improve ROI up to 30%
Over half of all display ads in the U.S. use programmatic ad buying, which focuses on who sees the ad and targets by demographics, psychographics, behavioral attributes, or other variables. However, advertisers have begun expressing concerns about the effectiveness of programmatic and its potentially negative impact on brands. As a result, some large advertisers have begun significantly decreasing their programmatic digital ad spending.
IRI and the Advertising Research Foundation (ARF) partnered on a study to better understand how advertising that is designed to be more contextually relevant impacts sales and ROI. The study included three major CPG brands across food and non-food categories and analyzed 20 breaks across individual campaigns.
Read “Cookies versus Context: How Contextually Relevant Advertising Drives Consumer Impact; May Improve ROI up to 30%” to see the study results, understand how context and alignment work together to improve campaigns and learn why marketers don’t need choose between efficiency and effectiveness – they can have both.
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