Contextual Targeting: The Future of Digital Advertising Without Personal Data

Introduction

In this episode, Kerel Cooper, Chief Marketing Officer at GumGum, shares insights on AI-powered contextual targeting as an effective alternative to cookie-based advertising. With over 20 years of digital media experience and recognition as a diversity advocate in the tech industry, Cooper brings valuable perspective on how advertisers can deliver impactful campaigns without relying on personal data across digital environments.

The Shift Toward AI-Created Advertising

When asked about investing in AI versus human-created ads, Cooper revealed a strategic approach that balances efficiency with quality. "I'm investing more in AI-created ads... because everyone is being asked to do more with less. And if you're going to scale, if you're going to have speed, you have to use technology," Cooper explained. However, he emphasized that human oversight remains essential: "There still has to be a human element within anything you create from an AI perspective."

Resource Optimization Strategy

The conversation highlighted a practical reality for marketing teams: unless you have world-class designers with excess bandwidth, AI offers a cost-effective alternative for creating and testing multiple ad variations. This approach allows marketers to discover what resonates with audiences before investing significant human resources in polishing high-performing concepts. For teams with limited design resources, AI enables the creation of professional-quality advertising assets that can be refined by humans as needed.

Contextual Advertising in a Cookie-Less Future

GumGum's mission centers on empowering advertisers to deliver creative campaigns that capture consumer attention without using personal data. This approach is increasingly relevant as third-party cookies phase out and privacy regulations tighten. Contextual targeting uses AI to understand the content and environment where ads appear, ensuring relevance without tracking individual users across the internet.

Benefits of Contextual Targeting

Contextual advertising offers several advantages for modern marketers: it's privacy-compliant by design, delivers relevant messaging based on content rather than personal data, and can be enhanced with AI to understand nuanced content environments. This targeting method works across emerging digital platforms where cookies never functioned, positioning brands for success in future digital ecosystems.

Balancing Technology and Human Creativity

A key takeaway from Cooper's insights is the importance of finding the right balance between technological efficiency and human creativity. While AI can generate and test multiple ad concepts quickly, human judgment remains crucial for ensuring brand alignment, emotional resonance, and creative excellence. The most successful marketing organizations are developing workflows that leverage AI for scale while preserving human oversight for strategic and creative decisions.

Conclusion

As digital advertising evolves beyond cookie-based targeting, contextual advertising powered by AI presents a compelling alternative that respects user privacy while delivering relevant messaging. Cooper's expertise highlights how marketers can embrace these technologies to do more with less while maintaining creative quality. For marketing professionals navigating this transition, the combination of contextual intelligence and thoughtful AI implementation offers a path forward that balances efficiency, effectiveness, and ethical considerations in advertising strategy.