The Context Marketing Revolution

 

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Three Keys to the Context Marketing Revolution

Think back to February 2016, and you might remember a change to your Google search results page. Google Ads (formerly called AdWords)—the list of ads that always lined the right-hand margin of your results—had disappeared. The ads began to appear instead at the top (and sometimes bottom) of our search lists, a far less prominent placement. The move was a strange one for a company that makes more than $100 billion each year from advertising sales. But the change sent a clear signal: our new world has no place for old ideas.

Google Ads is the apex of targeted marketing, the perfection of one-to-one, powered by algorithms that run on the mightiest supercomputers available. It accesses the world’s ...