In a world where privacy concerns are taking center stage, advertisers are taking a step back to a more traditional approach to advertising – contextual advertising. With contextual targeting, advertisers and publishers are not dependent on consumer data to deliver targeting solutions, instead relying on the audience who is consuming the media. The days of third-party cookies are numbered and with it, the importance of contextual relevancy for both ads and content is more important than ever. Small niche websites that have very targeted audiences already benefit greatly from contextual targeting as they can know exactly who is consuming their media.