Too good to be true? It’s not. Here’s why you need a platform that incorporates contextual targeting into your digital advertising strategy.
We’re Living in a Privacy First World
It started with GDPR. CCPA soon followed. Then Apple released its new Intelligent Tracking Prevention (IPT) in Safari placing restrictions on cookies. And most recently, Google made headlines when it announced it was doing away with third-party cookies altogether.
Consumers are getting greater control and transparency into how their data is used. And not just once a year on Data Privacy Day – the trend of personal data empowerment is here to stay.
Since GDPR became enforceable, the number of third-party cookies used per webpage declined from about 80 in April to about 60 in July, and the number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. According to a recent report by eMarketer, 30% of US companies currently comply with CCPA and 27% will be compliant sometime in 2020 (eMarketer, 2020)
But this doesn’t mean the end is in sight for real-time bidding (RTB) and all of programmatic.
It does mean this is the beginning of a new era in digital advertising.
Contextual Targeting: More Than A Privacy Solution – A Strategy
If you’re not using a platform with contextual targeting capabilities, you’re behind. Bidding platforms can use contextual targeting to determine the value of the user and placement in the bidding process based on the information on the page, rather than the user. Understanding that we have enough information about ad space without user information means the industry can face the future of the industry with consumers’ privacy at the center of advertising strategy.
Not only are data protection standards changing, so are brands’ and 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.
Consider the recent announcement of the deepened partnership between Just Media and Bidtellect. Just Media initially noticed gaps in the B2B market, with DSPs often unable to penetrate the Native Advertising space and offer tangible analytics on engagements and conversions. With Adblocking and “banner blindness” becoming increasingly prevalent, content advertising with strong contextual-driven decisioning offers an alternative to close the engagement gap.
“Intent has become an important part of our B2B campaigns across clients,” said Kathryn Nassar, Media Account Manager at Just Media. “Most of the data segments that judge intent do so by monitoring content registration, downloads, views and general consumption against certain topics. With Bidtellect’s contextual targeting we can strategically deliver ads next to the content helping to power that data, complementing our other intent strategies and delivering deep engagement with our content.”
Bidtellect’s contextual optimization capabilities enabled content to go beyond where standard banner and display ads can reach: in front of the eyes of decision-makers like CTOs and CIOs for meaningful engagement.
Consider this case study: a major university used contextual targeting to reach students, ultimately landing 88.3% VCR for the month. Contextual targeting allowed them to target based on location and categories like news and business, and science was ultimately the best-performing contextual category.
The value of contextual targeting cannot be understated. Context-driven optimization capabilities combined with post-click engagement measurement, creative services, unapparelled scale in consumer-friendly ad environments were all developed to drive performance for advertisers – without the reliance of traditional cookie-based advertising approaches.
The result? Advertising intended to provide value to the end consumer. Not annoy them.