We have asked a leading media agency to assess the value of context as a basis for targeting today. What are the reasons for advertising against content that is popular with 16-34s (as an example demographic) rather than seeking the data signals that identify 16–34-year-olds so they can be targeted in any video content? Is show-level targeting more expensive – and do you need to prove a contextual halo effect for brands to justify it? This discussion considers the value of theme-based and emotion-based contextual targeting, where ads are placed near to ‘happy family meals’ or close to uplifting moments, for example. We want to know how scalable this approach is. Is contextual targeting a temporary fallback option while the industry adapts to lost identity and behavioural signals, or is its renaissance permanent? You will hear advice on who benefits from contextual advertising, and how to do it well.