ID5 Myth-Busters: Contextual Advertising Does Not Require Identifiers
- Posted by ajones@id5.io
- On Aug 07, 2024
Welcome to ID5’s Mythbusting Series, where we debunk common identity myths that have permeated the digital advertising industry. To help us, we’ve enlisted some of the greatest minds in ad tech. In this episode, ID5’s CEO Mathieu Roche meets with Martin Gruau, Vice President of Product at Captify, to tackle the misconception that contextual advertising does not require identifiers.
Who is Captify?
As the largest holder of onsite search data outside the walled gardens, Captify leads in real-time audiences and insights, powered by Search Intelligence. Connecting searches from over 3 million websites globally, Captify helps brands understand consumer interests, motivations, and mindsets, making consumer intent actionable through machine learning technology.
Could Contextual Advertising Benefit From Identifiers?
In their discussion, Martin and Mathieu tackle the idea that contextual advertising does not require identifiers. Martin provides a helpful overview of the evolution of contextual advertising before diving into how Captify has taken its contextual advertising solutions to the next level. Identifiers can enhance contextual advertising, making it more sophisticated and yield better results when used in tandem.
Watch the Full Interview
To learn the truth behind this myth check out the full interview where Martin explains how contextual advertising and identifiers work better together.