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Meanwhile, NYTimes found that when they sold "contextual" web ads, as GP suggests, their ad revenue went up. If you step back, it makes sense that contextual a
by Terretta 5y ago
Meanwhile, NYTimes found that when they sold "contextual" web ads, as GP suggests, their ad revenue went up.
If you step back, it makes sense that contextual ads perform favorably vs. run of site or even retargeted (especially since retargeting, by the time it picks up on what you searched for, mostly shows you what you already bought thus no longer need).
- joshuamorton 5y agoThis is a misrepresentation of the actual NYT claim: > “The fact that we are no longer offering behavioral targeting options in Europe does not seem to be in the way of what advertisers want to do with us,” he said. “The desirability of a brand may be stronger than the targeting capabilities. We have not been impacted from a revenue standpoint, and, on the contrary, our digital advertising business continues to grow nicely.” which was more or less that switching didn't make revenue drop, and it was still growing over time. They didn't see some magic bump from switching to contextual ads. If they did, you'd of course wonder why they haven't proactively switched US ads to contextual.
- Terretta 5y agoThey’re pushing contextual: “By identifying connections between content and emotion, we've successfully driven ad engagement 6X more effectively than IAB benchmarks.” https://nytmediakit.com/contextual-targeting https://nytmediakit.com/contextual-targeting