Audience identification tactics used by U.S. publishers 2021
During a 2021 survey carried out among U.S. publishers, 81 percent of respondents stated that they were planning to use first-party data to continue to be able to identify their audiences for advertising purposes; 52 percent stated that they would use various targeting techniques that did not require one-to-one audience matching. Contextual advertising is one of these techniques. A different source projected that the spending on contextual advertising on the global level would more than double between 2021 and 2027.
