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rollout, the advertising industry needed better privacy-preserving targeting solutions. Contextual advertising has become increasingly widespread, especially with advances in machine learning that empower more sophisticated targeting in real time. A 2024 report from AdExchanger and Verve found that 60% of advertisers were already using contextual targeting, and that 70% of publishers and media companies were offering it to advertisers. The survey respondents indicated accelerating adoption of contextual: 93% of brands/agencies and 98% of publishers/media

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