As third-party cookies expire, marketers are looking for innovative solutions to help usher in the new marketing era.
In recent years, marketers have become familiar with the talk of “the death of the cookie,” which relates to increased data privacy regulations such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR).
With these limits placed on third-party data use by new data privacy laws, tech companies are setting new standards, paving the way for protecting privacy while enabling continued brand connections with Apple and Google. for taking two different directions. consumer.
Keeping these changes in mind, many industry players across the (m)edtech landscape are looking for innovative solutions that take a consumer-centric approach: Businesses want to reach an audience where it matters, driven by compliant customer data , to create a strategy that promotes individualization and meaningful results.
According to the Interactive Advertising Bureau (IAB) state of data 2020 reportOf the 57.1 percent of respondents, they said they had already increased their use of first-party data for targeting in the past 18 months. Additionally, the use of first-party and contextual data for targeting has increased as marketers seek to better utilize data-driven transformation in a privacy-compliant manner.
Among the various tactics and techniques that have emerged in the post-cookie world, contextual targeting is once again making headlines, and for good reason. By design, this cookieless solution is not only privacy compliant, but is built around the concept of in-the-moment marketing.
However, contextual advertising itself is not new: the original method of keyword targeting was previously a preferred strategy for marketers looking to reach the right audience in a “brand safe” environment. Still, as we transition into new waters, we’re seeing a resurgence in its popularity, while recognizing that keyword-based targeting alone doesn’t meet the needs of today’s sophisticated media buyers. The development of contextual targeting needs to shift from “yet another targeting strategy” to being a driver of measurable results.
Redefining the Context for the Modern Marketer
Marketers are looking for the same results they’ve been looking for since the inception of advertising: making sure their iconic brands are seen at the right time, the right place, and the right time.
Context targeting (also called suitability targeting) identifies in-the-moment marketing opportunities by analyzing content with the widest spectrum of available data signals to align consumer receptivity with the brand message. In fact, some studies show that context targeting can increase purchase intent by 63 percent compared to audience or channel level targeting.
In a contextual paradox, this method is the exact opposite of “brand security interception” from the cookie-era, when it was all about negative avoidance, and reveals one of the important reasons that the equipment of the bygone era was inadequate for modern Why are marketers needed?
In order to identify immediate marketing opportunities, the next generation of context-targeted solutions must include a few key elements. First and foremost, they must be able to analyze a variety of mediums with precision, including text, video, audio and images – after all this is a generation that is shifting to a plethora of connected devices and more and more content with innovative formats. consumes. Second, marketers should extend their prior investment by taking advantage of targeting signals from their hard-earned first-party data. First-party data plays a big role in the new wave of contextuality and is one of the richest forms of insight a brand can extract. And lastly, and by no means least, marketers should focus on optimizing results by turning campaign insights into actions that consistently drive better performance.
give results by reference
With the death of the cookie, Facebook’s acknowledgment that the Walled feature is changing, and Google is doing more consolidation within its ecosystem, we’re at a unique moment in time where we’re going to have to bring the results into an understanding. To be redefined, is measurable and, most importantly, actionable.
Defining a digital media result as the point closest to a transaction that can be accurately measured and correlated back to advertising dollars is the best way to start. By defining the digital result as the closest point, we have created flexibility in the definition. It evolves with brands as they make investment choices in technology and partners while providing clarity to all who strive to build a better ecosystem together.
The good news is that these types of results can now be achieved using real-time contextual data signals, clearly redefining what a contextual platform should be able to do for marketers in the modern era.
In search of a new wave of contextual intelligence
Now is the time for marketers to take a deep dive into the relevant landscape as they prepare themselves for the inevitable identity shift.
What won’t change in a cookieless world is the need for marketers to differentiate. This doesn’t change the fact that publishers need money from advertising to survive. And, perhaps most importantly, consumers still want personalized advertising and content experiences that are tailored to them, their needs and preferences, while feeling protected from data fraud. Progress around contextual targeting and innovative solutions is strong today as a solution for each of these needs, giving marketers confidence that their ads are relevant, safe and appropriate.
As the programmatic industry evolves, it’s time for clients and campaigns to work together to push creative boundaries, and what better place than to deliver true marketing results through the power of context.
To learn more, please contact Silverbullet weresilverbullet.com
basically . Published on business reporter
Credit: www.independent.co.uk /