Contextual Targeting on the Rise

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50 West 23rd Street

#10th floor

New York, NY 10010

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Contextual advertising has been around since the early days of the Internet but declined in popularity as marketers turned to audience-based advertising. Today, thanks to increasing regulation on data privacy, Apple's cookie blocking, and brand safety concerns, contextual targeting is experiencing a rebirth.

Contextual targeting is an efficient technique to ensure the ad will be relevant to the audience, by focusing on the site's content rather than on user's behavior. Its future is promising, with new technologies improving its capabilities and more advertisers embracing it as a strategy.

Our panel of industry experts will share insights on:

  1. Main reasons for contextual targeting growth

  2. How GDPR has played a role in the rebirth of contextual targeting

  3. Advantages in comparison to audience-based targeting

  4. New contextual advertising technologies we should watch for

Appetizers and drinks will be provided!


- Coleen Kuehn, Chief Media Officer at Merkle

In Coleen’s role as chief media officer, she is responsible for the leadership of Merkle’s media portfolio across search, display, social, and performance media as well as overseeing communications strategy capabilities.

Coleen is a seasoned executive with 20 years of experience in marketing, strategic planning, digital media, and technology. As an innovative and results-driven leader, Kuehn was named one of Advertising Age’s esteemed “Women to Watch.” She began her career in marketing and product development roles for American Express and The Coca-Cola Company after receiving an MBA from University of Michigan’s Ross School of Business.

Prior to joining Merkle, Coleen served as president at Mediavest, a global agency, where she was responsible for strategic oversight, integrated solutions, and client adoption of new technologies. She began as President of Strategy & Planning and was responsible for developing the agency’s communications planning methodology as well as its proprietary tools. Given her strong client relationships and leadership skills, she went on to assume the role of President, Client Leadership at Mediavest. Coleen was also a member of Mediavest’s Executive Leadership team of eight that determined the vision and overall direction for the agency.

Prior to joining Mediavest, Coleen was Chief Strategist at Havas|MPG and President of Digital & Emerging media at MediaCom.

- Andrew Smith, Head of Publisher Strategy at Oracle Data Cloud

Andrew is Oracle Data Cloud’s Head of Publisher Strategy, focusing on bringing to market solutions across the Oracle product suite that address today’s publisher needs.

Previously, he was Grapeshot’s SVP of Product Strategy, exploring new opportunities around video and data products that leverage machine learning, and SVP Advertising Solutions at VICE Media, overseeing the global commercial product and operations teams.

With over 20 years of experience in digital media, Andrew's areas of expertise include audience data, advertising and revenue operations, programmatic technologies, interactive advertising design, and the productization of innovative digital media technologies.

- Yesh Srinivasan, Director of Data Science at Dailymotion

Yesh Srinivasan is the Director of Data Science at Dailymotion, where he heads the team responsible for building machine learning and optimization models for revenue and yield management, content moderation, brand safety, and fraud prevention.

As a seasoned machine learning researcher and practitioner with over 15 years of experience, Yesh and his teams have built machine learning, computer vision and optimization models spanning a wide variety of applications including medical imaging, nano-precision machines, video analysis, and digital advertising.

He holds a Ph.D. in Electrical and Computer Engineering, and has >20 journal publications, conferences papers, book chapters and patents to his credit.

- Rob Cukierman, SVP of Measurement & Strategy at ZEFR

Rob Cukierman is SVP of Measurement and Strategy at Zefr, where he leads measurement-driven brand solutions for the content targeting platform.

Previously, he led Global Sales Strategy and Strategic Partnerships at Vevo, and developed an entirely new approach to data driven sales, programmatic and measurement to help the music video site achieve exponential growth.

Prior to joining Vevo, Cukierman held several senior leadership roles at Nielsen, including Vice President, Digital Publisher Sales and Vice President, Business Development as well as at IAC, where he spent two years in business development and strategy.

- Moderator: James Hercher, Sr. Reporter at AdExchanger

James is reporter at AdExchanger, where he covers the ad tech and ecommerce landscape.

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50 West 23rd Street

#10th floor

New York, NY 10010

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