I don't get why people are viewing user-based and content-based signals as two totally separate things.
Aren't most ad providers using both to serve ads?
Some people here are saying of course basing ads on the page will work better, and hence tracking cookies (or for some, even ML/AI) are useless... if that was the case, why are all these different players building all this infrastructure and developing these complex models? Just for fun?
Clearly, knowing that this is an article about pets helps. But knowing that you've been specifically reading articles about dog food gives you that extra information to serve particularly relevant ads (rather than say, display hamster cages).
Aren't most ad providers using both to serve ads? Some people here are saying of course basing ads on the page will work better, and hence tracking cookies (or for some, even ML/AI) are useless... if that was the case, why are all these different players building all this infrastructure and developing these complex models? Just for fun?
Clearly, knowing that this is an article about pets helps. But knowing that you've been specifically reading articles about dog food gives you that extra information to serve particularly relevant ads (rather than say, display hamster cages).