High Five Fridays 👋
This issue brings forth more discussion around GDPR, the increasing trend of contextual advertising, and how programmatic fits into this picture.
1. ‘Personalization diminished’: In the GDPR era, contextual targeting is making a comeback 💫
With so much market uncertainty surrounding the impact of GDPR, spending on contextual advertising is growing as people focus more on being relevant, than being personal. If done correctly, this is a much better way of creating engaging, better performing campaigns. While audience data can tell you who someone is, contextual signals can give you an insight into their frame of mind and receptiveness to a particular message, at a particular moment.
2. 🌅 A new dawn for programmatic display in a post-GDPR World 🚀

Are you concerned about targeting without user consent? For the users who don’t give consent, programmatic advertising can leverage good old-fashioned marketing and apply the myriad of ambient ‘non-personal’ data like website context, keywords on page, viewability, page quality, geo (provided it’s not too precise), device, connection type and speed.
3. ✋Blocking all over the world: how marketers can take on the global rise of the ad blocker ⛔
Ad blocker remains a big problem for the industry, and what can marketers do to keep advertising work for all? This article highlights the increasing importance of relevant content and creative considerations such as visual and message resonance. Marketers need to provide useful and quality content in the form that is attractive to the consumers.
This article is particularly interesting to us as our current native ad platform — Sona — is not only resistant to adblocker but also allows you to distribute your social in a highly engaging ad unit.
4. 🙌 How brands and publishers can create a sustainable native ecosystem? 🤝
Pontus Staunstrup — Head of Customer Marketing from Climeon — shares his opinions on how to create a sustainable native ecosystem. Key takeaways is that publishers have to understand the native advertising platform and what works to create great storytelling. They also need to train their sales staff to actually understand what selling needs or what native advertising entails in order to sell native ad products correctly.
Read more on Native Advertising Institute
5. ⚙️ AI and IA: How artificially intelligent automation is driving scalable marketing 🤖

What happens when you combine marketing automation and artificial intelligence? Intelligent automation improves scalability exponentially, while driving customer satisfaction, employee performance and business results. Recent research from KPMG shows that digital-first companies like Amazon have a distinct advantage when it comes to IA, but that shouldn’t hold your organization back.
That’s it for now and we see you in September with new news!
Have a great weekend, y’all!
❤️ Best,
Team Socius
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