Facing the cookie apocalypse may seem daunting but studying the alternatives now and leveraging a proprietary ecosystem of registered users and contextual targeting can help news brands get even closer to their audiences. As ad technology evolves, contextual targeting brings solace to publishers and advertisers offering potential solutions that will both benefit publishers and allow advertisers to move away from one-size-fits-all block lists.  Can contextual advertising comply with new regulations and still remain effective and at the forefront of digital advertising trends?