The Context Effect

A biometric study on contextual advertising


The impact of contextual matching

Amid increased privacy regulations and cookie deprecation, the advertising industry is looking to contextual targeting methods to reach audiences. 

IAS research has shown that when asked, consumers prefer contextually relevant ads. But what role does contextual matching play in the advertising experience... and how do consumer's brains respond?

IAS teamed up with Neuro-Insight once again to evaluate how likely consumers are to remember contextually matched ads. Leveraging advanced neurotechnology, IAS measured activity in the memory centers of participants' brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response.

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