{"id":25887,"date":"2020-12-01T12:09:27","date_gmt":"2020-12-01T18:09:27","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=25887"},"modified":"2021-02-17T14:17:59","modified_gmt":"2021-02-17T20:17:59","slug":"contextual-advertising","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/","title":{"rendered":"Contextual Advertising 2.0: Pioneering the Privacy-First Open Web"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Contextual Advertising 2.0: Pioneering the Privacy-First Open Web<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-12-01T12:09:27-06:00\">December 1, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>By now, you&#8217;ve probably heard the news: <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">Google Chrome is phasing out third-party cookies<\/a>, joining the ranks of Firefox and Safari in radically altering the <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a> landscape.<\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/services.google.com\/fh\/files\/misc\/disabling_third-party_cookies_publisher_revenue.pdf\" target=\"_blank\">Google estimates that programmatic ad revenue drops as much as 60% without third-party cookies<\/a>, but there&#8217;s no turning back in this privacy-focused world. So what do we do about it?<\/p>\n\n\n\n<p>Remember contextual advertising?<\/p>\n\n\n\n\n\n<p><\/p>\n\n\n\n<p>We\u2019ve talked at length about two major solutions: the collection of <a href=\"https:\/\/www.mediavine.com\/first-party-data-grow-me\/\">first-party data<\/a> and industry efforts like the Privacy Sandbox.<\/p>\n\n\n\n<p>However, there\u2019s another potential solution that Mediavine has actively been discussing with advertisers that you might not be aware of on the publisher side: contextual advertising.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"532\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal.jpg\" alt=\"woman sitting on phone in lounge area\" class=\"wp-image-25064\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-768x511.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-375x248.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-556x370.jpg 556w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/woman-on-phone-lounge-area-teal-640x426.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-contextual-advertising\">What is Contextual Advertising?<\/h2>\n\n\n\n<p>Contextual advertising is the process of targeting ads based upon the content, or context of the web page, rather than to the user.<\/p>\n\n\n\n<p>The concept itself isn\u2019t new; ironically, contextual advertising predates the user-based targeting we are now looking to replace.<\/p>\n\n\n\n<p>If you&#8217;ve ever searched for something on Google, you&#8217;ve seen a form of this in action. Advertisements there are based on the <a href=\"https:\/\/www.mediavine.com\/what-is-a-keyword\/\">keywords<\/a> or <a href=\"https:\/\/www.mediavine.com\/keyword-prominence\/\">keyphrase<\/a> you type, and always have been. That\u2019s contextual.<\/p>\n\n\n\n<p>The same principle applied when <a href=\"https:\/\/www.mediavine.com\/mediavine-vs-adsense-a-world-of-difference\/\">Google AdSense<\/a> launched; campaigns were based on the text of the webpage you were browsing.<\/p>\n\n\n\n<p>AdSense later integrated programmatic and user-based targeting, with contextual decreasing in importance (though it remains a factor).<\/p>\n\n\n\n<p>The value proposition of contextual advertising is simple. If you\u2019re looking at content about cars, you\u2019re more likely to respond to a car ad. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"832\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-1024x832.jpg\" alt=\"Visual example of contextual advertising\" class=\"wp-image-26895\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-1024x832.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-320x260.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-768x624.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-1536x1248.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-2048x1664.jpg 2048w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-1170x951.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-375x305.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-800x650.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-455x370.jpg 455w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-282x229.jpg 282w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-230x187.jpg 230w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-335x272.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-347x282.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-520x423.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/Contextual-Advertising-01-640x520.jpg 640w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>While it\u2019s not quite as effective as ads targeting specific users whose browsing suggests they are looking to buy a car, it\u2019s not a terrible alternative when user-based targeting isn&#8217;t viable.<\/p>\n\n\n\n<p>Crazily enough when it comes to programmatic advertising through other exchanges, contextual has always been a thing as well. <\/p>\n\n\n\n<p>Traditionally, advertisers would use services like Grapeshot, Peer 39 and other third-party services to target against keywords.<\/p>\n\n\n\n<p>The catch? Most of that was actually \u201cnegative keyword\u201d lists, or content they want to target against, a.k.a. <a href=\"https:\/\/www.mediavine.com\/keyword-anti-targeting\/\">keyword anti-targeting<\/a>.<\/p>\n\n\n\n<p>For example, advertisers particularly concerned with brand safety could target against violent news articles with various keywords.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-contextual-advertising-in-2021-and-beyond\">Contextual Advertising in 2021 and Beyond<\/h2>\n\n\n\n<p>Everything old becomes new again, and with the demise of user-based targeting coming in late 2021 or early 2022 (we&#8217;re all waiting on official dates from Google), the industry is looking for solutions.<\/p>\n\n\n\n<p>Whenever this goes into effect on Chrome \u2014 it already is in effect on <a href=\"https:\/\/www.mediavine.com\/ios-14-idfa\/\">iOS<\/a> browsers \u2014 advertisers won&#8217;t be buying audiences like they used to.<\/p>\n\n\n\n<p>While Mediavine&#8217;s innovative first-party data solution <a href=\"https:\/\/www.grow.me\/\">Grow.me<\/a> will still allow for user-based targeting, getting there requires building a value exchange with users who consent to personalized actions.<\/p>\n\n\n\n<p>The best thing you can do right now is hop on the <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">Grow.me<\/a> bandwagon early and begin compiling first-party data, but it\u2019s not realistic to think you\u2019ll ever get 100% of your users to log in.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-1024x683.jpg\" alt=\"\" class=\"wp-image-25964\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-1024x683.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-1536x1024.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-1170x780.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-800x533.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-520x347.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02-640x427.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/Contextual-Advertising-02.jpg 1668w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>No matter how awesome your site is, or <a href=\"https:\/\/www.mediavine.com\/grow-me-widget-unveiling\/\">Grow.me<\/a> becomes, the majority of casual readers won&#8217;t do it. So for those who don&#8217;t log in, how do we make unauthenticated or anonymous, traffic more valuable?<\/p>\n\n\n\n<p>Given this current landscape, old school approaches like contextual are getting another look \u2014 especially with modern technical advances.<\/p>\n\n\n\n<p>The biggest difference between contextual advertising in 2020 and what we&#8217;ve described from the past is that publishers are now in control.<\/p>\n\n\n\n<p>Previously, advertisers relied on third party vendors in this process, as we mentioned above. It was expensive and not all that efficient.<\/p>\n\n\n\n<p>Now, we&#8217;re moving contextual to the publishing or <a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\">supply side<\/a>, where we&#8217;re able to pass these values via the bid request and information will easily be filtered before being sent to advertisers.<\/p>\n\n\n\n<p>This may not sound significant if you don&#8217;t work in <a href=\"https:\/\/www.mediavine.com\/ad-tech-glossary\/\">ad technology<\/a>, but it&#8217;s a lot more efficient and intelligent than advertisers having to pull in third party data on every single bid request.<\/p>\n\n\n\n<p>Our hope is to improve this process to make it a viable part of the new advertising ecosystem taking shape in the coming years.<\/p>\n\n\n\n<p>We never like to scramble for solutions at the last minute, and to that end, Mediavine has been testing contextual advertising for <strong>over a year<\/strong>. <\/p>\n\n\n\n<p>We&#8217;re telling you about it today because we&#8217;ve reached the point where we&#8217;re bringing contextual data to most of the major exchanges: Magnite, Pubmatic, Triplelift, Xandr and more to come!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"460\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-690x460.jpg\" alt=\"man using phone walking on street\" class=\"wp-image-8506\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user.jpg 800w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-does-mediavine-do-contextual-advertising\">How Does Mediavine Do Contextual Advertising?<\/h2>\n\n\n\n<p>In case you missed the press release, Mediavine <a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-partners-with-gumgum-as-verity-early-adopter\/\">partnered with GumGum&#8217;s Verity<\/a> product in 2019 as an early adopter.<\/p>\n\n\n\n<p>You may know GumGum as one of our longtime ad partners, perhaps most notably for their highly viewable in-image units.<\/p>\n\n\n\n<p>GumGum has actually used contextual technology in its offerings for years while selling inventory on Mediavine properties, so this new partnership made a lot of sense from the start.<\/p>\n\n\n\n<p>Verity is the only technology using artificial intelligence to analyze text, images AND video on a page, thanks to GumGum\u2019s experience with In-Image ads and In-Video (or what we call <a href=\"https:\/\/www.mediavine.com\/video-overlays-non-linear-ads\/\">video overlays<\/a>).<\/p>\n\n\n\n<p>By partnering with <a href=\"https:\/\/gumgum.com\/verity-for-advertisers\">GumGum Verity<\/a>, we\u2019re able to access this contextual information and pass it on to all of our buyers.<\/p>\n\n\n\n<p>By parsing your web page for the text, images and video to figure out what that page is all about, Verity figures out your top <a href=\"https:\/\/www.mediavine.com\/long-tail-keywords\/\">keywords<\/a>, as well as the categories you\u2019re writing about.<\/p>\n\n\n\n<p>The tech is even sophisticated enough to figure out if any \u201cevents\u201d or <a href=\"https:\/\/www.mediavine.com\/how-to-capitalize-on-holidays-as-a-content-creator\/\">holidays<\/a> such as Back to School or Thanksgiving apply.<\/p>\n\n\n\n<p>Mediavine is then able to pass along this keyword, category and event information in bid requests to our ad partners.<\/p>\n\n\n\n<p>Right now, we only provide these keywords to advertisers buying via <a href=\"https:\/\/www.mediavine.com\/what-is-pmp-private-marketplace-deals-from-mediavines-perspective\/\">Private Marketplace<\/a> Deals or Deal IDs.<\/p>\n\n\n\n<p>That\u2019s where we\u2019ll set up a deal with an advertiser based on keywords or an event they\u2019re trying to target, like Back to School. <\/p>\n\n\n\n<p>Whenever we have a page, or an ad request, that matches that keyword, we \u201clight\u201d up the deal so the exchange sends a request to that advertiser.<\/p>\n\n\n\n<p>Advertisers are willing to spend a premium on such deals knowing they\u2019ll be able to target an audience contextually.<\/p>\n\n\n\n<p>We&#8217;ve already seen this work very well on browsers like Safari where there\u2019s already no user based advertising, so we&#8217;re optimistic about its potential in a post-third party cookie world.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"460\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-690x460.jpg\" alt=\"mobile blog reader\" class=\"wp-image-7453\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger.jpg 800w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-will-this-solve-the-post-cookie-revenue-decline\">Will This Solve the Post-Cookie Revenue Decline?<\/h2>\n\n\n\n<p>To truly make a significant impact, contextual ads will need to come to the <a href=\"https:\/\/www.mediavine.com\/what-is-the-open-marketplace\/\">open marketplace<\/a>, not just private marketplace deals.<\/p>\n\n\n\n<p>That\u2019s going to take time. In the private marketplace, we get to speak to the advertiser, tell them about our technology and partnership with GumGum Verity, and manually set up the deal for them.<\/p>\n\n\n\n<p>In the open marketplace, it&#8217;s not that easy for buyers who would have no idea where these keywords are coming from. <\/p>\n\n\n\n<p>However, we\u2019re confident that as an industry, we can solve this. <\/p>\n\n\n\n<p>We\u2019re working with industry groups like Prebid.org and the <a href=\"https:\/\/www.mediavine.com\/iab-releases-covid-19-advertising-impact-report\/\">IAB<\/a> to help incorporate contextual into future programmatic standards. <\/p>\n\n\n\n<p>The hope is to establish the kind of long-term trust and track record that, eventually, brings this approach to the open marketplace.<\/p>\n\n\n\n<p>Mediavine is proud to be a pioneer in contextual advertising as part of our over-arching mission to cultivate safer, more effective ad solutions for a complex, ever-changing ecosystem.<\/p>\n\n\n\n<p>It&#8217;s how we help build sustainable businesses for content creators this year, next year and many years into the future.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" 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z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  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https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 By now, you&#8217;ve probably heard the news: Google Chrome is phasing out third-party cookies, joining the ranks of Firefox and Safari in radically altering the programmatic advertising landscape. Google estimates that programmatic ad revenue drops as much as 60% without third-party cookies, but there&#8217;s no turning back in this privacy-focused world&#8230;.<\/p>\n","protected":false},"author":5,"featured_media":25966,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-25887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Contextual Advertising 2.0: Pioneering the Privacy-First Open Web - Mediavine<\/title>\n<meta name=\"description\" content=\"As the end of third-party cookies is near, we\u2019ve had to take a privacy-first approach and bring back contextual advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contextual Advertising 2.0: Pioneering the Privacy-First Open Web\" \/>\n<meta property=\"og:description\" content=\"As the end of third-party cookies is near, we\u2019ve had to take a privacy-first approach and bring back contextual advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-01T18:09:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-17T20:17:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Contextual Advertising 2.0: Pioneering the Privacy-First Open Web\",\"datePublished\":\"2020-12-01T18:09:27+00:00\",\"dateModified\":\"2021-02-17T20:17:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\"},\"wordCount\":1280,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/contextual-advertising\/\",\"name\":\"Contextual Advertising 2.0: Pioneering the Privacy-First Open Web - 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