The advertising landscape of the future

The advertising landscape of the future

From reading articles to browsing social media platforms, the internet is full of free content available with the click of a button, but that’s no coincidence. Much of the “free” content on the Internet comes at a price to users, who are subjected to advertisements specifically aimed at them.

A new dawn

For the past 30 years, advertising has been based on targeting audiences based on stereotypes, but today people are more diverse than ever. Stereotypes are no longer effective. Cookies have played a key role in helping brands target audiences based on these stereotypes, being used effectively to identify consumer trends. However, as consumers are increasingly aware of how their data is being used, cookies are on the way out.

The problem with cookies is not with its technology but with its lack of confidentiality. In turn, the advertising industry needs to modernize the way it targets people to make it fit for today’s world, because in today’s world, privacy is extremely important. Every action taken that gives people control over their personal data is good for the company.

In response to these growing privacy concerns, we have already seen major web browsers such as Safari and Firefox block third-party cookies, soon followed by Google Chrome. What’s more, Apple has also released an update to its Safari platform, called Intelligent Tracking Prevention, which allows the web browser to block cookies.

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Brands must innovate

Of course, walled gardens will remain an option for advertisers, allowing them to interact with their potential customers using first-party data – and that’s absolutely correct. However, the question remains: what will happen in the open web without cookies? Let’s not forget that the open web still accounts for around 75% of the total time spent by users. This is where contextual advertising comes in.

Considering a post-cookie landscape, brands will be forced to rely on new technologies in order to target relevant audiences with their marketing campaigns. In such a competitive environment, not only will advertisers have to find alternative solutions that do not involve cookies, but they will have to continue to become even more effective with their campaigns in order to stay ahead of the competition.

Once cookies are completely eradicated, those who have remained proactive in their search for new solutions will reap immediate rewards as others struggle to find an effective way to target audiences without using third-party data. But how to make this transition successful?

The future is contextual

Contextual targeting performs full-page analysis to place ads on content relevant to brands, much like behavioral targeting. However, when behavioral advertising relies on third-party data of specific users to track them across the internet with advertisements, contextual advertising uses artificial intelligence to provide a human understanding of the content.

Artificial intelligence (AI) is used to understand the context. The technology collects information in areas such as the sentiment of web pages, the undertone of the language used on those pages, the tone of images and videos, and will publish the creations that best match the context in which they are served. As a result, audiences benefit from relevant and engaging content without sacrificing their personal data. Advertisers can maximize the value of the ads they serve while providing a high quality user experience.

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Offer impactful campaigns

The question is, how is this user experience improved in a post-cookie landscape? As mentioned above, contextual targeting can deliver ads that complement the context in which they are served. This enables brands to use a wide range of innovative tools and capabilities to achieve the best contextual integration with content. As a result, the ads are rated more attractive, enjoyable and interesting by users.

For example, the technology can embed an advertisement directly into the image of an item, while keeping approximately 40% of the original image in view. This allows the ad itself to cover sufficient space, but still maintains full integration with the image without covering it – keeping it non-intrusive. With ads perfectly integrated with the content that interests the audience, they can generate strong engagement with relevant audiences targeted by the context of the content they consume.

Contextual AI protects brands while improving preference, and specific placement helps them make a big impact as well. Contextually placed ads – whether in the picture, in the video, or even in the article or on screen – empower users to remember memories more, reach audiences better, and create impact. strong.

everyone wins

As we rush towards a cookie-free world, it’s important to recognize the major gains presented to consumers, publishers, and brands by a post-cookie landscape. Third-party data may have already given the advertising industry a bad name, but all hope is not lost.

With new solutions integrated into campaigns, such as contextual advertising, brand trust can begin to be rebuilt. As a result, consumers no longer worry about how their private information is used because they no longer have to give it up. In addition, the advertisements shown to them remain highly relevant and engaging, and they do not disrupt the user experience.

From a publisher’s perspective, they can take comfort in knowing that the ads they promote on their site are not actively turning users away. Pop-ups and interstitial ads can be extremely overwhelming for site visitors and can understandably be a reason for never coming back to a page. Contextual targeting removes this threat.

Finally, brands themselves will be able to create both brand safety and favor through their advertising campaigns, while reaching relevant audiences and seeing a real return on investment for their efforts.

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