Captify has been around a long time. Historically, the company has used search intent data ingested from its partners’ on-site search to build cookie-based segments that it then licenses to media buyers — typically big agencies. In recent years the company has developed a contextual ad product for web and TV that uses the same search data without the need for persistent identifiers. In our interview led by Mike Shields, CEO Mike Welch and Chief Product Officer Amelia Waddington claim the contextual product outperforms the cookie-based approach thanks to machine learning models that link search search behaviors to content preferences. The full version of this episode if available at https://www.marketecture.tv/programs/captify-mike-welch-amelia-waddington .Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2022 Marketecture Media, Inc.