Cookies may be sticking around (for real this time!), but contextual targeting still matters.
Media.net, a contextual advertising player and SSP, has announced it’s now making Experian’s syndicated audiences available within its SSP. In addition, advertisers will be able to build custom audience segments using Experian’s data.
Unlike traditional contextual platforms that mostly rely on content keywords and URL strings, Media.net’s approach is based on real-time “search intent” and performance signals. The company says it can access this data — aggregate search data and engagement — via partnerships with search engines and publishers. On the Experian side, the integration includes over 2,400 pre-built audiences across demographic, lifestyle, and vertical categories, plus tools to customize targeting based on specific campaign goals.
Why This Matters:
This is a notable move in the ongoing evolution of addressability. By combining audience data—like demographics and interests—with real-time search intent signals, advertisers can, in theory, improve precision: reaching the right people (audience data) at the right time (contextual). Each data type helps fill in the gaps left by the other.
By the way, cookies or not, demand for contextual targeting is strong and growing. A recent GumGum survey found that nearly all consumers prefer contextually relevant ads over those based on personal browsing history, and nearly 80% are more likely to engage with ads that align contextually.
Experts React:
“By integrating Media.net’s search-driven intent signals with Experian’s audience intelligence, we’re delivering a unified targeting solution that combines precision and performance – empowering advertisers to reach the right audience at the right time in the right environment,” said Vaibhav Arya, CEO of Media.net.
Chris Feo, Chief Business Officer at Experian Marketing Services, added: “By integrating our marketing audiences with Media.net’s contextual signals, we’re giving advertisers the power to target the right consumers in real-time—driving measurable performance across the open internet.”
He also emphasized that the effort aligns with Experian’s ongoing commitment to preserving consumer privacy while delivering on outcomes for clients.
Our Take:
This isn’t about replacing cookies, really — it’s more about rethinking how different types of data can work together. Contextual signals — via search or keywords — and foundational audience data don’t have to be siloed. When combined, they can possibly open the door to more responsive and relevant advertising. So, yeah, why not both?
