In July 2021, IAB Europe released its 'Guide to Contextual Advertising' to provide further education on alternatives to third-party cookies and to help planners and buyers of media navigate this solution.

This guide has been developed by experts from IAB Europe’s Programmatic Trading Committee. It offers a definitive round-up of what contextual advertising is, and the opportunities it provides in Europe, particularly in a post-third party cookie world. It also offers key considerations and best practices. In doing so, it ensures that buyers of media have the necessary tools and knowledge to implement effective contextual advertising campaigns.

Contextual advertising has always been a fundamental part of the marketing mix, but advancements in technology and a shift towards privacy-focused solutions, accelerated by the end of third-party cookies, have brought contextual advertising back into focus. As such, the Guide to Contextual Advertising serves as an exclusive resource and key tool to help tap into the opportunity that Contextual Advertising offers. 

It has been a collaborative effort to produce this European-level industry guide for contextual advertising, with contributors including Bloomberg, CNN, Comscore, DoubleVerify, IAS, Magnite, PubMatic, Rakuten Advertising, Triton Digital, and Xandr.

A big thank you to the following contributors:

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