Contextual targeting has been used since long before the days of digital marketing arrived. In magazines and newspapers, marketers used content to determine context and choose where to place ads. As online advertising brought in new possibilities, we saw programmatic trading gain ground. Spend share jumped from 10.4 per cent in 2012 to above 70 per cent in 2021, according to Statista. Demand-side platforms exploited behavioural audiences, allowing for more streamlined and automated activation across thousands of publishers.
Third-party cookies strengthened the behavioural targeting proposition by pre-classifying users across multiple domains, making them available to be targeted across mark
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