Context is Queen: Using Page-Level Targeting to Boost Programmatic Performance
Programmatic Advertising, Digital Media Strategy, MarTech, Contextual Targeting, Privacy-First Marketing Tom Sullivan Programmatic Advertising, Digital Media Strategy, MarTech, Contextual Targeting, Privacy-First Marketing Tom Sullivan

Context is Queen: Using Page-Level Targeting to Boost Programmatic Performance

As the digital advertising ecosystem shifts toward privacy-first strategies, context has reclaimed its throne. But it’s not just about knowing what site your ad appears on—it’s about understanding the exact page environment. Page-level targeting is a high-impact way to improve programmatic performance, enhance relevance, and respect user privacy. In this blog, we explore how contextually-driven campaigns can outperform cookie-based ones, and why "Context is Queen" in the age of intelligent advertising.

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The Open Web Isn’t Dead: Why Programmatic Display Still Belongs in Your Media Mix
Programmatic Advertising, Digital Media Strategy, Display Advertising, Open Web, MarTech, Marketing Technology Tom Sullivan Programmatic Advertising, Digital Media Strategy, Display Advertising, Open Web, MarTech, Marketing Technology Tom Sullivan

The Open Web Isn’t Dead: Why Programmatic Display Still Belongs in Your Media Mix

Rumors of the open web’s death have been greatly exaggerated. While social platforms, AI advertising and content apps grab headlines, programmatic display still quietly powers discovery, awareness, and performance across the digital landscape. The truth? The open web isn’t dying—it’s evolving with new toolsets. And, for marketers who know how to use it, programmatic display remains one of the most adaptable, data-rich, and brand-building channels available. Here’s why it still deserves a place in your media mix—and how to use it smarter than ever.

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