"Advertising is about reaching the right person at the right place at the right time. Contextual targeting is commonly used ...
Twitter is an anathema to a lot of advertisers right now — but not all of them. Amazon, Apple, BSkyB are among the few continuing to advertise on the social network despite the perceived risk of doing so.
“When we look at performance, or reaching the right audience and the way that engagement is occurring on the platform both from a user side and from an advertiser side from what we see with our clients — there hasn’t really been a shift or change,” said Kaela Green, vp of paid social at Basis Technologies, an ad tech platform that has maintained spending for some of its clients throughout the turbulence.
Read more in Digiday (subscription).