195. From Cookies to Context: Rethinking Targeting in Ad Tech
From The Programmatic Digest by Helene Parker and Co-host: Manuela Cortes
May 6, 2026 · 29 min
About this episode
Manuela Cortes interviews Eric Tilbury about the evolution of ad tech and the shift from identity-based targeting to context-based solutions.
In this episode of the Programmatic Digest, Manuela Cortes sits down with Eric Tilbury, Head of Programmatic and Solutions Engineering at Anuvo, to discuss the evolution of ad tech and the industry's shift away from traditional identity-based targeting. With over 14 years in the space, Eric shares insights from his unique background working on both the supply side (monetization) and the buy side, explaining how balancing the needs of both publishers and advertisers has shaped his perspective on the ecosystem. The conversation highlights a major flaw in current programmatic practices: the over-reliance on fragmented user IDs, which Eric argues leads to low match rates and provides a massive "merry-go-round" for ad fraud. The heart of the discussion focuses on Anuvo's proprietary solution, the Intent Key. Eric explains why they chose to move away from tracking IDs to instead focus on modeling content and intent in real-time. By using language-based signals and custom intent models, advertisers can reach relevant audiences without the latency or privacy concerns associated with the "cookieless boogeyman". Manuela and Eric also dive into the complexities of CTV and in-app…
People in this episode
Host: Manuela Cortes
Guest: Eric Tilbury
Topics covered
- ad tech
- targeting
- programmatic advertising
- privacy
- CTV
- in-app advertising
Keywords
- programmatic
- targeting
- Intent Key
- ad fraud
- geo-relevance
- Supply Path Optimization
- cookieless
Mentioned in this episode
Organizations: Anuvo
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