Re: Previous approach
@Richocet "Advertisers somewhere will know if contextual performs as well as personalised." Or performs better, from article.
"Dutch state broadcaster NPO, which saw revenues rise when it ditched targeted ad-tracking in favour of contextual advertising"
"So contextual advertising is not so much an alternative, but turning back the clock."
It is not turning back the clock if contextual advertising performs better. I would call it recognition that personalised advertising does not work as well as contextual advertising and for the advertiser is just wasting money to line the pockets of the ad brokers.