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Digital Media Performance: The Power of Context

A third of consumers – across multiple markets – believe that ads appearing in a relevant context have a positive impact on brand perception.

What it covers

In this guide we’ve focused on four topic areas related to the overarching issue of context in digital media performance. The topic areas covered in this paper are: investing in the right inventory, choosing the right KPIs, blocking the right keywords, and building the right attribution model. Each topic is explained by answering common questions about what the issue is, its consequences, and what advertisers can do to minimise or eliminate it. We also consider what best practice looks like.