4 Ways to Stay in the Game with the New Data Rules

4 Ways to Stay in the Game with the New Data Rules

It’s been eight months since European Union’s General Data Protection Regulation (GDPR) went into effect and barely a month since California Consumer Privacy Act (CCPA) followed in its footsteps. GDPR and CCPA are holding businesses to a higher data standard – from usage to storage – and ultimately returning personal-data-deciding-power to the consumer.
Understanding consumers’ wants, interests, and environment may be keys to helping deliver relevant content, but it does not have to be hindered by GDPR  and CCPA. Advances in technology – like Contextual Targeting, contextual Forecasting, Dynamic Creative Optimization (DCO), and AI – make, arguably, stronger high-quality placements, but the increasing data standards serve as a reminder that nothing makes up for high quality content.

Contextual Targeting

If you haven’t caught on to optimizing by contextual placement, you’re behind. Not only are data protection standards changing, so are clients’ unique goals. Contextual targeting – that is, targeting based on the information available of the site of the ad space, rather than user data – covers both. It’s possible to determine a unique ad space’s location, the time of day, day of the week, the size and location of the ad on the page, the site it’s on, the page of the site it’s on, and even specifics about what content is on that page. The look and feel of every single ad placement is unique, and can be correlated even more closely with user behavior.
Bidtellect’s Forecasting 2.0 – the most advanced in the biz – enables us to go a step further: forecast contextual preferences – revolutionary and necessary in a post-GDPR landscape.  Forecasting for Context is the “new” match rate for data. 

Read more about Contextual Targeting and why Forecasting is the future. 

Take Advantage of AI

Advanced AI-based technologies not only make deep, contextual placement-level targeting possible, but allows real-time optimization, including to best-performing creative per individual placement. That’s right: AI-based technology means the most advanced real-time adjustment and learning => personalized customization in real time! AI creates a more seamless consumer experience and maximizes every dollar (hello maximizing budget! hello ROI!) by making decisions based on data from the decision before. And AI can help optimize media in new ways – like to best-performing creative or Dynamic Creative Optimization (DCO).

Read more about the Promise of AI.

Creative that Counts

Story-led copy. High-performing images. A data-backed approach that bridges the gap between arts and science is the winning formula. If the creative doesn’t woo a user, it doesn’t matter how good the content or landing page or the technology that placed it is – they won’t visit it. Take advantage of experts that know the difference: a data-backed, trained approach to creating high-performing headlines, descriptions, and images (like Bidtellect’s [b]+studio) makes all the difference.

Check out our Tips for Top-Performing Creative.

Quality Content

We’ve said it once, we’ll say it again. Relevant, high-quality content is what inspires users and ultimately creates customer loyalty. The stats prove it: content makes consumers 131% more likely to buy (Nudge, “The State of Content,” ), while content can help double website conversion rates from 6% to 12% (Hubspot via Shopify, “State of Inbound 2018,”). According to the same study, marketers who prioritize blogging are 13x more likely to generate a positive ROI.

Check out this infographic for more stats.

Remember, “less data” isn’t a scary thing. A combination of high-quality creative assets, cutting-edge technology, and content that delivers will put you ahead of the game even while the rules are changing. 

Read about more Predictions for Native in 2019.

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What’s in Store for 2019? NAI’s Predictions

What’s in Store for 2019? NAI’s Predictions

Wondering what’s in store this year?! Ah, great news: Every year, Native Advertising Institute asks experts in the industry what their predictions are for upcoming year. This year, three trends emerged, according to the ebook: technology will enable more measurable content, authentic storytelling will be key, and Native Advertising will play a more central role in marketing, as will strategic partnerships. Check out #39 by our CEO, Lon Otremba, from this insightful read, excerpted below.

Further rapid expansion in scale, data, and analytics

With rapid improvements in scale, data and analytics, native programmatic will conclusively win the ROAS (Return on Advertisement Spending) showdown with display.

Scale:
Massive audience reach – given rapid increases in publishers converting traditional display placements into native placements and bringing those placements to open exchanges, combined with the ability to manage reach and frequency – will bring comparable return on ad spend analysis to the table, eliminating all doubt about how native performs compared to other channels.

Data:
With big scale comes big data. The ability to utilize sophisticated AI and machine learning to optimize performance will further extend the performance advantage of native. Further rapid expansion in scale, data, and analytics.

Analytics:
The tools now exist to dial up performance even further, by creating actionable intelligence around user engagement.

DCO (Dynamic Creative Optimization)
for native will be utilized at scale and will prove to be the single biggest factor in proving the superiority of native versus display. By applying sophisticated decisioning around the creative elements of ad execution and optimizing the most effective combination of elements in real time – as opposed to just optimizing the traditional ad banner creative – DCO will unleash the full power of assembling ads natively. With DCO, native’s reputation of superiority compared to traditional display will be secured.

– an excerpt from NAI’s e-book, 39 Predictions for Native Advertising 2019.

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