The challenge 

The cookieless future is here with a browser share of about 51% for cookieless browsers such as Safari & Firefox in Belgium and will in all likelihood grow to a maximum somewhere 2025 when Chrome tips the scales. To combat the loss of cookies in general, a lot of buyers are transferring media budgets to contextual targeting solutions in programmatic marketing. Google, IAS, DoubleVerify, 4D, Comscore & more allow buyers to target a whole series of web pages based on words in content around a particular topic such as automotive, shopping, retail, telco and more. With the introduction of genAI & Large Language Models in the market in 2023, contextual targeting is about to get a new iteration in its development. Applications of generative AI is namely getting an introduction in the summer of 2024 with a new integration partner called Cognitiv AI who will allow marketers the power of ContextGTP in programmatic marketing.