Tech

In the world of outdoor advertising, where attention is the ultimate currency, the advancement of attention measurement is vital, turning conjecture into concrete data.

The move towards ID-free advertising is not just a compliance necessity but a strategic simplification.

By following these tips, brands do more than just improve their digital advertising efforts—they enable a stronger, more transparent and healthier dynamic with media agencies.

Is the delay of cookie deprecation a bad thing? Probably not, but it’s likely to maintain uncertainty within the advertising industry while just prolonging the inevitable.

By embracing QR Codes and other tech-driven strategies, brands can deepen their commitment to sustainability while working towards a more eco-conscious future.

As the space – and the technology that supports it – continues to emerge and evolve, marketers must keep in mind one thing before deciding whether to embrace any change: their customers.

It’s imperative for advertisers still looking for a post-cookie solution in 2024 to proactively adapt their strategies to feature contextual more centrally.

Broadly, OOH advertising has proven effectiveness across the marketing funnel. In a 2023 Morning Consult survey, 85% of adults said they have seen an OOH ad in the last 30 days.

Ultimately, the key to successfully leveraging URC lies in a balanced, strategic approach. For many, it may mean fully excluding URC.

The ad tech industry can and should guide publishers in optimizing their content categorization and metadata to improve the accuracy and effectiveness of contextual targeting.