Contextual and semantique analysis
In a context where inventory associated with third-party cookies is being reduced, numerous initiatives have emerged. Two primary approaches are contextual and semantic analysis.
Contextual analysis focuses on analyzing the content of a page to determine the keywords and themes present. Semantic analysis, on the other hand, relies on algorithms to understand the intent behind the text.
The combination of these two approaches plays a significant role in the evolution of marketing.
CESP had the opportunity to audit one of the players (Qwarry) offering a contextual and semantic analysis solution.