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Contextual: Advertise without 3rd-party tracking
- mjirv 6y agoHey everyone! I started working on the idea behind Contextual after becoming a bit disillusioned with the current state of AdTech, especially the tech being created as a response to GDPR and browsers dropping 3rd-party cookies. I used to work in AdTech and keep an eye on the industry. Most of the responses to those developments have been around consent management and first-party authentication, which are disappointing both from a privacy lens and as an advertiser (they often rely on signed-in users which are usually going to be a small % of traffic). To me, this shift towards privacy feels like an opportunity to reinvent online advertising. My core question is: what if contextual advertising (based on the content of the site/page you’re on) could be as good or better than all the creepy tracking that happens now? I think the answer is that with recent developments in natural language processing (NLP), it can be. Thanks for reading, and I’m happy to answer any questions!