Contextual targeting, and how can they access contextual targeting as a supplement to audience targeting, they want to talk about that more than they ever have before.
Subway is already working with GumGum, an ad tech company that specializes in contextual advertising, and is planning to broker deals, with publishers directly or via the Ozone alliance so it can run more contextual campaigns.
These data could inform a more expansive analysis that accounts for additional factors such as calls for service, crime rates and other contextual factors.
Taking intent and contextual meaning into account broadens the search and is beneficial to those retailers attempting to reach an audience who might not know exactly what they want but are interested in starting a purchase journey.