But with more people “realising context is king,” it’s set to help agencies like Brand Advance.
“I think its a more powerful kind of advertising, it means you get something relevant to you, while being less intrusive.”īrand Advance has been creating what they call a “walled garden” for advertisers to advertise directly to black, LGBTQ and other minorities in this way for several years now.Īs such, Kenna says Google is doing a bit of “land grab” in their space. And then tries to find something relevant to you to advertise.”Ĭontext-based advertising, however, is based on what the article is about or what the audience of the media publication is. “It’s based on what you visited on Google or say what you bought on Amazon. “At the moment when you go onto an article, the ads aren’t based on what you are reading in the article,” says contextual advertising company Brand Advance’s CEO Chris Kenna. AFP PHOTO/Kimihiro Hoshino (Photo by KIMIHIRO HOSHINO / AFP) (Photo by KIMIHIRO HOSHINO/AFP via Getty Images) AFP via Getty Images What is advertising context and how does it work? Google I/O, in San Francisco on June 28, 2012. Sundar Pichai, senior vice president of Chrome, speaks at Google's annual developer conference. That’s because a lot of LGBTQ people like both queer films and Drag Race.Įqually on YouTube, if you watch a video that is subjectively right-wing in its coverage, you could well end up in ‘rabbit-hole binge.’ Which, as the New York Times podcast found, could see you getting increasingly narrow-focused and ultra-conservative videos.Īnd it’s this ‘context’ or grouping similar people and their likes together, which is effectively what Google’s new AI-based FLoCs will do too. Say when you watch an LGBTQ film, based on what other fans of the flick also watched, Netflix will almost certainly recommend RuPaul’s Drag Race. They create what is otherwise known as contextual advertising and learn what these groups like with artificial intelligence.Įssentially they puts people into data sets and advertises at the group-this, instead of advertising to you as an individual.Ī similar version of this happens on some of your favourite media apps already. Googles plan to replace the trackers is to launch FLoCs or Federated Learning of Cohorts.
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