I popped in on a recent episode of Scott Galloway's Podcast with a comment/argument for contextual advertising.

Given the onslaught of third-party cookies and increasing tracking sensitivity among users, I'm a firm believer that we will see the return of good old-fashioned contextual advertising in one way or another. Probably not by Big Tech but rather a new generation which I would call the middle men of clean advertising.

You can listen to the episode here.