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Since the announced end of cookies, content has once again become the cornerstone of any self-respecting marketing plan. The notions of targeting have radically changed and have therefore given way to a comeback of editorial which should allow each marketing campaign to better reach its target. Nevertheless, should relying on content send us back to the marketing of the last century when, for example, to reach a population potentially interested in a car, it was enough to go and find them on car media? Technology has obviously come and gone, but what are the real benefits in this new environment? Does semantic analysis provide satisfactory answers? What are the impacts on media planning, which has now become audience planning? All the answers during our round table...

Replay - Topic of the Month : "Marketing Contextuel "