That's a wrap on GartnerMKTG. Highlights from the day include: ✅ Harnessing creativity with GenerativeAI ✅ Contextual targeting strategies for success ✅ Modern marketing funnels ✅ How inflation impacts spending Learn more on Gartner Newsroom:
Presented by Nicole Greene, Senior Director Analyst, Gartner
The demise of cookies and behavioral targeting is driving vendors and advertisers to take a fresh look at contextual approaches to targeting and measurement. In his session,, Distinguished VP Analyst at Gartner, discussed the steps advertisers can take to win with contextual targeting. “CMOs should incorporate context into campaign creative strategy as much as targeting. They should also combine it with first-party data to tailor personal messages to users or segments in context.”Today’s audience expectations and economic climate make it more important than ever to think strategically about which top-funnel brand activities drive the biggest payoff.
“Paid media inflation means marketers are spending more than ever to drive diminishing returns via traditional advertising.”
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