With an ever-changing digital landscape, Bidtellect continues to innovate, advance, and adopt technology to support advertising future. Bidtellect’s contextual targeting and programmatic platform initiatives for the evolving privacy-first future.
Current Events: Privacy and the Cookieless Movement
Since new privacy regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S., the number of third-party cookies used per webpage declined from about 80 in April to about 60 July 2019. The number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. Apple released IntelligentTracking Prevention (ITP) software; Firefox and Safari browsers have blocked third-party cookies. Google Chrome announced it will do the same by 2022. The power has shifted. Consumers are gaining greater control over their own privacy and transparency into how their data is used. Advertising technology has to adapt to this new era. This includes contextual targeting and (one step further) contextual optimization.
What About Bidtellect?
As the Cookieless future advances, Bidtellect has a good starting point. Our technology is built to be inherently different from traditional omnichannel platforms, built around context. We are ahead of schedule by supporting industry technologies like Universal ID solutions. Our focus around the cookieless future is broken into three buckets: Performance & Optimization, Targeting, and Attribution.
Performance & Optimization: Context-First, Contextual Targeting
Bidtellect’s context-first buying platform utilizes multiple context signals (placement, type of ad, device, surrounding context, channel, viewability) and non-PIIidentiers/Cookies to identify where certain subsets of audiences frequent. Our algorithms then make intelligent decisions as to the value of those placements.
This is layered with a refined approach to contextual targeting utilizing natural language processing technology at the page URL level. We offer brands the ability to discover, align, and optimize against the true meaning of the content on any webpage with smarter cookie-less targeting and unrivaled accuracy and scale.
Universal ID: Audience Targeting
Bidtellect’s primary focus has been around building a differentiated context platform not reliant on the cookie. At the same time, we understood the market demand for audience solutions and have offered data providers within our platform. With challenges cookies face from dissipating to matching, Bidtellect is integrated with two of the largest companies in the space, LiveRamp, and The Trade Desk, to support Universal IDs. These solutions allow us to almost completely negate match rate when there is participation from DMP and SSP partners, as well as grow and expand audience-targeting capability beyond Bidtellect’s own universe. We believe these advanced ID technologies are leading the industry in 1st and 3rd party audience targeting into the future, and we will look to advance alongside them.
Attribution: Measurement Solutions
Attribution is more complex. Bidtellect has developed advanced measurement solutions based on user engagement with content and will continue to develop solutions around conversion events within our platform. With that, we find advertisers rely and trust their third-party attribution partners vs “grade your own homework” approach. We will work to continue to advance our attribution solutions and continue to support Analytics partners as they develop theirs.
As the industry continues to evolve Bidtellect will continue to provide solutions, innovation, and results for our advertisers.
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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.