IAB Europe publishes Guide to Contextual Advertising

Article summary

The Interactive Advertising Bureau (IAB) Europe has published its 'Guide to Contextual Advertising' to assist planners and buyers of media on alternatives to third-party cookies. The guide stipulates best practices and key considerations to ensure buyers have the requisite knowledge to implement effective contextual advertising campaigns. The guide was developed by experts from IAB Europe’s Programmatic Trading Committee and included contributors from Bloomberg Media, CNN International, Comscore, DoubleVerify, IAS, Magnite, PubMatic, Rakuten Advertising, Triton Digital, and Xandr.