Congratulations to Bidtellectual of the Week Todd Green!
Contextual Advertising = Answer to Post-Cookie World
Now, more than ever, customers expect personalization and relevant recommendations. But they want to know where their data is going; privacy is at the front of every consumer and advertisers’ minds. How do platforms adjust from third-party cookie identifiers to the cookieless world? How can they reach performance goals?
Bidtellect Chief Technology Officer Mike Conway weighs in on Digiday.
The Latest: Google’s Latest Announcement & the NFT Craze
- Since we all were dying for more news from Google, they made another announcement! We all knew it was coming eventually: once third-party cookies are phased out, Google will not build alternate identifiers to track individuals as they browse across the web. It will apparently have no impact on email-based identity systems such as UID 2.0 and LiveRamp’s ATS. What’s next?
- Read this op-ed in Adexchanger for a snarky opinion that I’m here for.
- Everybody’s talking about NFTs. That’s non-fungible token, if you missed it, which basically means that it’s a unique instance of an asset and can’t be deleted. However the asset can be modified depending on the “smart contract” attached to it. Said contract cannot be modified once it has been created. NFTs can be sold and transferred to another person, with the original creator earning commission. It can also be earned. Say how? Well, for starters, one can simply look up for best play to earn games on reputed gaming platforms. You can then win the NFTs through in-game items, collectibles, and avatars. These tokens can be anything digital and they are part of the Ethereum blockchain.
- Anyone can make an NFT, provided they have a wallet (like this Pastel wallet) and Etherium to attach the token to. Etherium can be bought from many exchanges then minted into tokens. These tokens can be used for many purposes. There are fees that apply to both of these actions, you can find more information on that here. Once the NFT is created it can be sold, or auctioned on a website like OpenSea. Those looking for the best nft drops will find plenty of sites online that can help them choose where to put their money so that they can own a little piece of this growing trend.
- Who’s currently dealing with NFTs? Kings of Leon will be the first band to release their new album as an NFT and artist Grimes sold $6 million worth of digital music as NFTs. And last month, YouTuber Logan Paul sold more than $5 million worth of NFTs in the form of digital Pokémon cards. Is this just the latest blockchain craze or is it here to stay?
- Speaking of crazes, everybody and their mother is talking about Clubhouse. It’s an audio-only social network where people can dip in and out of a variety of different conversations. Is it actually here to stay? It all depends. One of the big questions surrounding its viability is the fact it is currently advert-free.
More on Context, Contextual, and Cookies
- How Contextual Targeting Puts Privacy First While Closing the Engagement Gap Why you need a platform that incorporates contextual targeting into your digital advertising strategy
- Contextual Targeting and the Cookie-less Advertising Future Bidtellect’s contextual targeting and programmatic platform initiatives for the evolving privacy-first future.
- Watch: What Are Cookies Used for, Anyway?
- >Watch: A conversation with Bidtellect SVP of Sales Terah Bocchi on changes in the digital advertising industry post-pandemic, how brand safety needs have amplified, how to adjust creative, and changes in virtual selling and work from home.
Case Study of the Week: Consistent Conversions for a Major Energy Services Provider
A major energy service provider came to Bidtellect with one main KPI: Attract new customers from their designated markets to a landing page with a lead generation page. Read how Bidtellect delivered conversions.