Digital advertising sometimes gets a bad rap for the expense involved, but there is no denying that, when done correctly, it can bring about powerful results. The thing is digital advertising enables a far wider reach than any form of organic marketing, which is why marketers are so willing to spend on it. The success of digital ads, naturally, depends on how well they are aligned with the needs and wants of the target audience.
Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backward step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which
Today’s increasing privacy concerns, coupled with the cookie’s demise, means marketers now need to deliver more personalised campaigns, in real-time and at scale. More importantly, they need to demonstrate empathy and present their messaging in brand-safe environments. This is where the power of contextual targeting comes into play. Contextual targeting is a way to target relevant audiences using keywords and topics derived from the content around ad inventory, that doesn’t require a cookie or another
We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing For A Cookie-Less Future The increasingly privacy-savvy consumer is now rejecting the third-party cookie, with a 2018 report revealing 64% of cookies are rejected, either