Contextual Advertising 101

Episodes

Episode 1

In this first episode, Dal Gill, VP Global Partnerships at Seedtag, and Emilia Kirk, Global Head of Growth at Seedtag, will discuss the renaissance and definition of contextual advertising, the winners, and losers in the post-cookie era, and how contextual advertising differs from behavioral targeting.

Episode 2

How Brands Are Preparing for a Cookie-less Future

Richard Kanolik, Head of Programmatic at Vodafone, joins Dal, to discuss the end of the cookie from a brand perspective. Richard also speaks about the benefits of moving from agency side to working as a brand marketer and how the company decided to push through and invest in media during the pandemic.

Episode 3

Who Is Responsible for Brand Suitability and Brand Safety?

Wayne Blodwell, Founder and CEO of The Programmatic Advisory, breaks down the concepts of brand suitability and brand safety and explains the effect of using a brand suitability approach for publishers. He also shares his thoughts about who is responsible for ensuring brand suitability and brand safety: The marketer, the agency, or the publisher?

Episode 4

The Washington Post and the Importance of Consumer Data Privacy

Pete Beeney, Vice President Global Agency Partnerships at The Washington Post, shares his thoughts about the death of the cookie, how The Washington Post has adjusted to accommodate this change and the benefits of building a greater level of personal relationships in the programmatic space.

Episode 5

AI and Machine Learning in Advertising

In this Episode, Paul Goldbaum, CTO at Seedtag, breaks down the concept of AI and Machine Learning whilst also explaining what contextual AI means as a privacy alternative in a cookieless future.

Episode 6

The IAB Contextual Committee: How to Educate the Industry about the Rising of Contextual Advertising

In this last episode, Dal is joined by Catherine Cribbin who is a Member Services Manager at IAB UK. Catherine explains the IAB's role within the industry, the purpose of the IAB Contextual Committee, and why it is important to educate the industry about contextual advertising.