The current model of digital advertising, which relies heavily on tracking and personalisation, is criticised for causing a range of problems for individuals and society as a whole. Among the solutions that are being debated is contextual advertising. In contextual advertising, ads are matched to the content being viewed rather than to users’ personal data and behaviour throughout the web.
In this paper, we explore the key problems linked to tracking-based advertising and discuss whether a shift to contextual advertising could provide an alternative. We conclude that contextual advertising offers great potential. However, a standardised and narrow definition of contextual advertising is needed, along with regulatory measures, to exploit this potential. Otherwise, contextual advertising risks to replicate many issues, including surveillance, manipulation, and discrimination. We also highlight the need for a broader public and political debate on the deeper societal implications of digital advertising, including the role of the attention economy, and how consumers are understood in the digital age.
This publication is financially supported by Stiftung Mecator.
