No Cookies, Personalization With Contextual Targeting

We're going to talk about how contextual targeting works. It can help you with your ads. Your users might get more interested. And it's safe for privacy reasons.

Sharing experiences is a great way for marketers to engage with customers. Contextual targeting is a very effective method to achieve this. It is not just about promoting products, but about giving an experience.

Contextual targeting is when ads are bought based on the overall context of the publishing. Personal information about the reader is not important. The focus is on the content of what customers are reading. A senior research analyst at Forrester Research named Mo Allibhai explained this strategy. This is different from targeting based on personal information.

Allibhai said that there could be ads for outerwear when people are checking the weather in Patagonia. There could also be ads for a theme park when people are looking for hotel prices in Orlando.

Allibhai noticed that whenever she researches outdoor or natural photography, she always sees ads for Iceland.

Contextual Targeting: Common Examples

It's easy to spot contextual targeting. Look at the product or service placement and the background or other items in view. Also, look at the relationships of different things or themes that make up the customer experience.

Mia Nolan is an important person in the data and media industry. She says that common contextual targeting includes: - Showing ads for sports equipment on websites about running. - Displaying makeup ads on fashion blogs. - Advertising vacation packages on travel websites.

Nolan said that contextual targeting can make things more personal and get customers interested. The marketer can show an ad that matches the content the customer is looking at. This happens at the same time as the customer is seeing the content.

Nolan said that copy or images can be used by marketers as contextual signals. This is an opportunity for them.

Nolan thinks that there’s a good opportunity to be creative when making ads. He says that the ads should go well with the subject being advertised. Doing this will make the experience better and make people like the brand more.

Allibhai explains that context goes beyond placement but does not include personal information. The context includes things like time zone, language preference, and extreme weather events. These things are easier to understand.

Contextual advertising is important. It's a type of online advertising. It matches ads to the context of a website. Ads are only shown to relevant viewers. These ads increase the chances of attracting customers. Contextual advertising is common in PPC campaigns. It helps advertisers achieve better results. Through contextual advertising, advertisers can achieve higher click-through rates. It's wise to use contextual advertising for your business.

Contextual Targeting: Top Strategies

Allibhai and Nolan give tips for the best way to use contextual targeting.

Allibhai advised to start with contextual data. Then, add more meaningful data to it. That way, you can understand things better.

When an advertiser or DSP wins a bid, they usually only have contextual information. However, combining this with time, location, and device type can make stronger inferences. This is according to Allibhai.

Allibhai said that using combined data can determine whether to serve an ad or experience to a casual browser or purchase intender. The data can also show where the user is in the buying cycle. For example, one user session may be reading an article during a commute while another session could be creating a pro/con list late at night.

Allibhai advised marketers to aim for greater authenticity while using contextual targeting for discovery.

Contextual targeting matches what the user wants and what the advertiser has to offer. It works well sometimes, like selling team gear on a sports page. But, with news that is negative or harmful, it's not appropriate for all brands. Some ads may be better off not associated with certain topics.

Allibhai said that user-generated social media posts and comments can also be true.

Allibhai said not to think of contextual advertising as lucky coincidences. Instead, use it to find new things and do more research. Test it out and work together with publishers if it benefits your brand and their audience.

Allibhai said that not all contextual ad experiences are the same.

Allibhai said that when a podcast host talks about a product in their own words during a show, it's better than a pre-recorded ad. This is because it's more natural and authentic.

Retail media is making contextual marketing more advanced. Contextual marketing is all about giving the customer what they want and need. Retailers use data to better understand and predict the customer's behavior. They then use this data to deliver targeted advertising and marketing content. This personalized approach helps increase conversions and revenue for retailers. The rise of retail media has made it easier for retailers to deliver this personalized approach. Overall, retail media is changing the game for contextual marketing.

"Various Forms Of Contextual Targeting"

Marketers, listen up! Contextual targeting isn't just for digital display ads. You can use it in other types of advertising too. Nolan suggests trying it out in things like CTV, music, and podcasts. So, think outside the box and give it a try!

Nolan recommended assessing how big or precise to go when making marketing choices. Contextual targeting can be helpful with other methods. If you're new to it, try using it with other media and check if it works with essential performance indicators.

Nolan suggests that marketers need to think outside the box and not rely on their assumptions when making contextual campaigns. They should consider what tools, info, and analytics are at their disposal. Many content creators can provide useful data that can assist marketers in comprehending certain types of content. This data can provide insight into the audience's composition, even if not directly targeted.

Nolan says to investigate to make good decisions. Think about: how much content there is and if it changes, the audience, and past performance. Be careful of messy areas and bad matches.

Cookie Cutback And Its Effects

Google will stop using cookies on its Chrome browser in 2024. Many people in the US use Chrome to browse the internet and collect data from cookies. Google plans to end cookies by 2023 and get rid of them completely by 2024.

Google has changed their deadline because of pressure. When Chrome cookies are gone, it will be harder to target behavior. Nolan said this is important.

Cookies have been important for targeting and measuring digital audiences for many years. But now, they're going away. Marketers and publishers will have to use new methods, according to Nolan.

Nolan said that both buy-side and sell-side are changing their approaches to reach their intended audience, and contextual targeting will become more significant. Contextual targeting offers comfort for those wanting to move away from behavior signals or those connected to few identifiers amid rising concerns about privacy. Since contextual targeting doesn't rely on personal data signals, it's a privacy-friendly option for individuals looking for effective solutions.

Nolan said that contextual targeting has many benefits. Some of these benefits are privacy-forward, real time impact, and increased creative canvas. However, there are also other benefits such as ease of execution and high measurement.