Vendors jostle for position ahead of coming contextual pivot

The media and marketing ecosystems are banking on a swing back toward contextual targeting. No one knows quite how much, but the players have already begun jockeying for position. “Marketers — and agencies — will continue to seek efficiencies,” said Deva Bronson, evp of digital investment at Dentsu Aegis. “We've all trained ourselves to expect those prices. Nobody's going to go pay a $27 CPM. Not after we've all gotten used to paying $15.” Read more below.

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