There have been several factors that have caused programmatic advertising that had become basic in recent years to enter a certain crisis. Brand image problems, exemplified by YouTube not so long ago, when advertising sneaked into content that was very negative for brands, caused advertisers to become more critical of programmatic advertising and how it managed control of advertising spaces. They Ukraine Mobile Database wanted to make sure they were always present in safe environments. To this must be added that the cookie crisis and new privacy regulations limited what advertisers could do and complicated data management. Cookies had become technologically obsolete in certain environments, but also the blocking imposed by some browsers by default (and the imminent Chrome will be the final stitch) made the situation more complicated. Data privacy regulations, in which the European Union has been the great pioneer, have also limited how brands access information and what they can do with it. 
And, as a third point, we must add that digital media, especially those with a very powerful brand and a past on paper, began to be increasingly critical of the online advertising ecosystem and its dependence on third-party Brother Cell Phone List platforms. All of this has created a kind of perfect storm for programmatic advertising and has fueled the revival of certain formats. This is what happens with contextual advertising, the former queen of online advertising fallen from grace in the face of the most sophisticated programmatic advertising proposal. Thus, in recent years it has been starring in a revival. The return of contextual advertising as a solution to advertisers’ problems seemed clear at the beginning of the year. Then it was pointed out that the media were beginning to create content verticals to position them using precisely this type of advertising format.
And now, as Digiday just demonstrated, the big online media are creating an entire infrastructure connected to contextual advertising. The New York Times is one of the best examples. The company has been working on this advertising format since 2018 and has created five different contextual advertising products since then. Its popularity has been increasing. In 2019, the Times sold 100 campaigns of this format throughout the year. Now, at any given time, you have 100 campaigns operating on your website using contextual advertising. Of course, contextual advertising today is not the same as in 2001. As explained in the analysis, the players of this new market themselves define it as “contextual on steroids.” It is a much more sophisticated, complete and complex contextual advertising, which allows the creation of more segmented spaces and which also crosses in many cases what it offers with the data that the advertisers themselves have to make everything more effective.
For advertisers and publishers, the new format has its benefits. For the media it gives much more control over their advertising products, since they are the ones who sell them (depending less on third parties) and also based on their own strengths. For advertisers, in addition to brand security, it allows you to be sure that your ads will work in all environments, from desktop to mobile and due to many privacy blocking measures that are imposed. Similarly, specialized verticals with which you want to create a specific environment for contextual advertising allow you to work with other areas. They help, for example, to create relevant niche audiences for advertisers, but also give tools to the media to charge it as a premium scenario. The negative point is that the industry does not believe that the volume of income that traditional programmatic generated for these media will be equal in this new scenario and also that it does not work the same in click attributions.