# New Study Shows 49% Of Marketers Say They Are Looking to Contextual Advertising to Replace Cookies
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-02-03
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: New Research: Contextual Advertising To Replace Cookies
Meta Description: Discover the latest survey results showing marketers' shift towards contextual advertising post-cookies. Learn about the future of ad targeting in a
URL: https://financedigest.com/new-study-shows-49-of-marketers-say-they-are-looking-to-contextual-advertising-to-replace-cookieshtml

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_![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/gumgum-logo-1736816270882-compressed.jpg)_

_New research from_ [_GumGum_](https://gumgum.com/) _and Brand Innovators underscores the need for more education on contextual advertising_

**London, UK 3rd Feb 2022**— [GumGum](https://www.globenewswire.com/Tracker?data=Qu8jmwv4SKS6mLqEARNcSzoWe5lUcN4w-Fsz1WF1tGp1DFgW32kYGmYGNoluaXBR), a global media and technology leader, specialising in contextual intelligence, today published the results of a survey that found 49% of brand marketers are looking to use contextual advertising to replace cookies in their marketing efforts.

The study, sponsored in partnership with Brand Innovators and conducted by an independent third-party researcher, also showed that most marketing executive respondents expect to increase their digital and mobile ad spends as the advertising industry moves to a cookieless future. More than half (56%) of respondents are aware that “contextual advertising is often cited as a key solution to the upcoming post-cookie environment.”

“This study proves that while many advertisers are aware of contextual capabilities to address the cookieless-future, there is still a great deal of education needed around contextual of the past, technology based on keywords, and the next generation of contextual, which can fully understand all the signals in digital environments. This [advancement in capabilities has proven that advertisers](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") can use context as a proxy for intent, which is why GumGum has invested in building the leading next generation of contextual technology that can understand all the signals on the page, is accredited and continually proves to be just as, if not more, effective and has proven to increase brand favorability.

Survey respondents [confirmed that cookies have indeed been very important to their marketing](https://www.financedigest.com/puma-confirms-full-year-outlook-flags-market-volatility.html "Puma confirms full-year outlook, flags market volatility") efforts, with almost 90% agreeing that cookies had been either “very important” or “somewhat important.” While only 27% of respondents stated that they were “very familiar” with contextual advertising, with a whopping 41% admitting that they were somewhere in the middle, neither overly familiar or overly unfamiliar, highlighting the gap and need for deeper conversations around the next generation of contextual technology. Marketers that were well-versed in contextual advertising were hopeful at its potential to replace traditional cookie targeting, with 38% ranking the ability to find a [brand suitable environment based on contextual targeting](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") rather than keywords as the most attractive feature.

“Our research found that for the majority of the marketers, contextual advertising’s lack of privacy issues is an important feature, with many valuable benefits of getting [marketing messages](https://www.financedigest.com/analysis-ecb-seen-struggling-to-keep-market-on-side-after-mixed-messages.html "Analysis-ECB seen struggling to keep market on side after mixed messages") in front of the right consumer audiences,” said David Teicher, Chief Content Officer, Brand Innovators. “For many, privacy is a huge [concern and they are all quite aware of the pushback they’ve been getting around tracking](https://www.financedigest.com/oil-edges-up-but-on-track-for-big-weekly-drop-on-supply-concerns.html "Oil edges up but on track for big weekly drop on supply concerns"), both from consumers and from regulatory agencies.”

The study also collected insights on [contextual from industry](https://www.financedigest.com/gumgum-announces-industry-first-contextual-partnership-with-tumblr.html "GumGum Announces Industry First Contextual Partnership with Tumblr") leaders:

“I think contextual advertising has a lot of promise in this new environment. [It’s only a matter of time](https://www.financedigest.com/why-its-time-to-adapt-to-the-virtual-world-how-to-master-online-negotiations.html "Why it’s time to adapt to the virtual world: how to master online negotiations") before we can turn around and make an at scale targeting mechanism that allows us to avoid the idea of always needing to have a behavioral target off of an ID. On a macro level, we as an [industry will need](https://www.financedigest.com/the-financial-services-industry-needs-to-get-serious-about-cyber-security-in-the-covid-19-era.html "The financial services industry needs to get serious about cyber security in the Covid-19 era") to become more sophisticated in our analysis of contextual based advertising, especially as it relates to the outcome we want to drive.” – _John Marshall, Head of North America Digital, HP_

“We’ve had decades of experience with contextual advertising and will [continue to invest](https://www.financedigest.com/ils-investment-returns-continue-to-outperform-according-to-aon-insurance-linked-securities-report.html "ILS investment returns continue to outperform, according to Aon insurance-linked securities report") here where applicable. Our focus on media analytics and measurement supports an agile approach to investment whereby our [mix and tactics are regularly optimized to deliver](https://www.financedigest.com/german-voters-deliver-mixed-verdict-on-scholz-coalition-in-regional-poll.html "German voters deliver mixed verdict on Scholz coalition in regional poll") superior outcomes for Frito-Lay brands. Success in contextual advertising is less dependent on the brand being [advertised and more so on the strength of alignment between messaging and creative](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising") with the surrounding environment in which the ad is placed.” – _James Clarke, Sr. Director of Media Strategy & CRM, Frito Lay North America Inc._

To read the complete study, visit the [report site](https://www.globenewswire.com/Tracker?data=2Sr9NYNFO1TXoL9DchXiv9xey0S24C9DYW-dszcIPMHDTKfLR02_g6jIpnpxYvb7d2gHNknjberAhbA5hpOcdA==). For more information about GumGum, please reach out to [pr@gumgum.com](https://www.globenewswire.com/Tracker?data=wxcL2NZW0-vN298guRl1ze-ml7QDNjevAEBtBuAOPChRxQ1jBquYZSId9aEbXV0I8liJNDvkUThwJqpqkd4uPQ==).

**About** [**GumGum**](https://gumgum.com/)

[GumGum](https://gumgum.com/) is the leading contextual intelligence platform for online media. For over a decade, we have applied our proven machine [learning expertise to promote](https://www.financedigest.com/promoting-a-learning-culture-in-the-workplace.html "Promoting a learning culture in the workplace") more relevant and intentional advertising on the open web. Our proprietary contextual intelligence engine elevates the entire premise of context-driven [advertising by applying computer vision and natural language processing to understand the interplay](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study") of text, images and videos that together constitute the real and relevant mindset of online engagement. Combining unrivaled [contextual intelligence with proprietary high-impact ad formats](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution"), GumGum’s advertising solutions deliver industry-leading efficiency, accuracy and performance. We believe that a [digital advertising](https://www.financedigest.com/alphabets-miss-fans-inflation-fears-across-digital-advertising.html "Alphabet’s miss fans inflation fears across digital advertising") ecosystem based on context is better for consumers, publishers, and advertisers alike – and for that reason, we believe it is the key to building a more equitable and less invasive future for the internet.

**About Brand Innovators**

[Brand Innovators is the largest peer-to-peer community of Fortune 500 brand side marketers in the industry](https://www.financedigest.com/gumgum-announces-industrys-first-100-brand-safe-ad-exchange.html "GumGum Announces Industry’s First 100% Brand Safe Ad Exchange"). To help their over 30,000 members learn, share and connect, they produce over 100 events annually [across North America and Europe](https://www.financedigest.com/air-pollution-surges-as-heatwave-sweeps-across-europe.html "Air pollution surges as heatwave sweeps across Europe"). The mission of Brand Innovators is to help brand marketers better understand how they may leverage emerging technology to more effectively engage with their consumers while accelerating the digital [transformation of the marketing and media industry](https://www.financedigest.com/how-solvency-ii-transformed-itself-the-fund-industry-and-regulation.html "How Solvency II transformed itself, the fund industry and regulation").

**This is a Sponsored Feature**


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