Making context integral to content
In this framework,
context is the measure of
matching a user’s profile with relevant content in the right
environment. As targeted advertising and programmatic buying become de
facto in ad sales, systems need to become more sophisticated
and more human. Brands need to move beyond targeting people based solely
on who they are, and shift toward targeting based on what that
individual is doing right now.
Content (advertising or
otherwise) needs to be responsive to the total environment in which it
is served. Digital advertising and content recommendations precisely
targeted to the right users are complex processes, but
emerging technologies manage the complexity and source insight from
existing and real-time behavioral and contextual data.