Bidtellect: Contextual Targeting and the Cookie-less Advertising Future

Bidtellect: Contextual Targeting and the Cookie-less Advertising Future

With an ever changing digital landscape, Bidtellect continues to innovate, advance and adopt technology to support advertising’s 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 in July 2019.  The number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. Apple released Intelligent Tracking 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. 

What About Bidtellect?

As the Cookieless future advances, Bidtellect has a good starting point. Our technology is built to be inherently different from traditional omni-channel 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

Bidtellect’s context-first buying platform utilizes multiple context signals (placement, type of ad, device, surrounding context, channel, viewability) and non-PII identifiers/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.

READ MORE: In a post-cookie world, RTB is key to effective digital marketing on TechCrunch

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.

READ MORE: Major Regional Grocer Exceeds Video Goals Thanks to Contextual Targeting

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. 

READ MORE: Forecasting 2.0: The Future of Contextual Targeting

As the industry continues to evolve Bidtellect will continue to provide solutions, innovation, and results for our advertisers. 

Stay up to date via our newsletter and by checking

Stay up to date with the latest announcements and advancements. Subscribe to our newsletter here:


This Week in Digital Advertising: June 26

This Week in Digital Advertising: June 26

June is nearly over, can you believe it? Congratulations to Star Bidtellectual Bobby Niebler who can handle all your platform questions and more!

How Has the Pandemic Affected Digital Advertising?

Ah, how long do we have? Just kidding. There is good news and bad news. Bad news is, yes we took a hit. Good news is there is still growth projected for the year: nearly 2% according to the latest report by eMarketer, which most expect will restart by the second half of 2020. 

The majority of the digital marketing industry is optimistic about future growth, as well. Ad budgets are rising due to that optimism: nearly three-quarters (74%) of digital marketers expect to either increase their ad investments or keep them level in the second half of 2020. Even better news: the majority of digital marketers (56%) either kept their programmatic spend levels stable during the pandemic or didn’t cut the channel any more or less than other marketing investments, according to Adexchanger’s report.

The pandemic also accelerated a change that was already underway: a more unified approach to TV and video measurement.  Reopening will be nuanced and slow; advertisers would do well to adjust accordingly: “It takes a much higher threshold of safety and security to get people back to doing things the way they used to do things,” Bidtellect CEO Lon Otremba said on Adexchanger’s Social Distancing with Friends podcast with Ryan Joe.

Watch: 6 Ways to Refresh Your Creative Assets to Bring Hope During the Pandemic

Stay Positive: In Life and In Advertising

Optimism will fuel spending and build connections. One thing advertisers should do is re-assess their creative assets. Consumers want to hear from brands, but are you alienating rather than connecting with them? Try one of these 6 Ways to Refresh Your Creative to Bring Hope During the Pandemic by [b]+studio’s Yeni Gordillo, and read more here

Self-Care Now Required

Is it just me, or is everyone extra on edge these days? The world is changing and the pandemic is dragging on, and it seems that the bad news never ends. We compiled a list of 5 easy self-care tips you can try today to lift your mood when you’re feeling down. And we’re not just talking about another mask or meditation app that never really works (I swear I try, ok?). 

I’ll start: I’m grateful for you, today. Thanks so much for reading and joining me in sharing the news. 

Stay safe and stay healthy, friends. 


You can get this right to your inbox! Subscribe here:


5 Easy Self Care Tips to Lift Your Mood Today

5 Easy Self Care Tips to Lift Your Mood Today

With all the stress of the daily world today, most everyone is feeling out of sorts (to put it mildly). But like anything else, to lift your mood, it takes action and practice. It is a habit. Practicing self-care with these easy steps will lift your mood and make you feel better sooner, so you can be happier and more productive. 

1. Go For a Walk

When a problem seems impossible to solve, the workload seems never-ending, or a sour mood impossible to lift, it can feel that the last thing to do would be to get up and go for a walk. In fact, it’s exactly the thing to do. 

According to Harvard Medical, even a simple 20-minute stroll can clear the mind and reduce stress.  Call it “muscular meditation.”  When your body is busy, your mind will be distracted from the worries of daily life and will be free to think creatively. It frees the mind and unleashes ideas. As Friedrich Nietzsche said: “It is only ideas gained from walking that have any worth.” Henry David Thoreau, another avid walker, claimed, “the moment my legs begin to move my thoughts begin to flow.”

Try a walk in your neighborhood or drive to a different one to mix it up – maybe near water or nature. 

2. Grooming: Look Great, Feel Great

With so much of our normal routines shaken up, one thing we can control is keeping up our own level of personal hygiene, grooming habits, and looking great to feel great. 

Experts say that maintaining a daily routine of hygiene and self-care habits may be key to staving off depression. One need only to look in the mirror after getting a haircut or trying a new lipstick to know that just a small act of grooming can make you smile!

According to Amanda Allen, PhD, a clinical psychologist in New York. “It might seem trivial, but it’s actually an effective foundation to develop structure when it’s needed most.”

3. Get Lost in a Book

Shut down your computer, put your phone in the other room, turn off the news. Now pick up a book and get lost in it. It’s the ultimate form of self-care.

In a study by the University of Sussex in the UK, reading for just six minutes was found to decrease stress levels by 68%. According to Dr. David Lewis, who conducted the study, “Losing yourself in a book is the ultimate relaxation. This is particularly poignant in uncertain economic times when we are all craving a certain amount of escapism.”

“It really doesn’t matter what book you read, by losing yourself in a thoroughly engrossing book you can escape from the worries and stresses of the everyday world and spend a while exploring the domain of the author’s imagination.”

And according to a report from The Reading Agency, benefits of reading for pleasure include increased empathy, better relationships, reduced symptoms of depression, and improved well-being throughout life.

So whenever your mood is down, pick up a new book. It can provide solace, comfort, and let your imagination run wild.

Check out our recommendations here: Bidtellectuals Share Their Favorite Quarantine Reads

4. Try a CBD Cream 

Cannabis creams for self-care? Why not? The jury is still split as to whether or not cannabis products are true saviors or all talk, but for those who love them, but initial research shows CBD can reduce inflammation and combat anxiety. Proponents swear by creams and gels  for stress release, muscle relaxation, and overall calming effect. Apply some to your sore or stiff muscles and let it work their magic. The stronger the concentration, the more likely you’ll feel the effects. This is one Bidtellectual’s favorite and CannaCraft offers great resources and products, too. 

5. Write Down What You Are Grateful For

It’s true. When you’re feeling frustrated or down, take a moment to write down what you are grateful for. Likely you’ll have at least one thing: a roof over your head, or someone who loves you, or food on the table. That’s more than most. Studies show that gratitude – showing gratitude and a daily gratitude practice – increases mental strength, improves relationships, reduces aggression, and enhances empathy. 

Practicing gratitude is a skill. Once you force yourself to do it each time you feel negative, or every morning when you wake up, your brain will eventually shift to look for the good and be grateful more often.

According to Ellie Cobb, PhD, a holistic psychologist and the director of psychology for Thankful, “Science shows we can train ourselves to experience thankfulness more often simply by paying attention to our lives differently. Attention is like a spotlight in the brain, as whatever we repeatedly bring attention to becomes stronger and brighter over time.”

Bottom line: You have the choice between gratitude and resentment. If you chose resentment, you drive out gratitude. If you choose gratitude you drive out resentment, says Gretchen Rubin, a happiness expert and the author of many books, including “The Happiness Project.”

And when in doubt, wake up like the Stoics and get going. 

“At dawn, when you have trouble getting out of bed, tell yourself: “I have to go to work — as a human being. What do I have to complain of, if I’m going to do what I was born for — the things I was brought into the world to do? Or is this what I was created for? To huddle under the blankets and stay warm?”

Marcus AureliusMeditations, 5.1

We hope these tips for self-care will help lift your mood today, tomorrow, and the next. We may be living in stressful times, but when you can control is how you treat yourself. Be good to you! 

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!

Up Your Game: 5 High Impact Creatives for Max Native Engagement

Advertisers: “High impact” may sound like a buzzword, but it makes a real difference for engagement. Try these 5 high impact creative units for max engagement.

This Week in Digital Advertising: July 31th, 2020

Antitrust Hearing. High-Impact Creative. Trade Desk’s Unified ID 2.0. Good news about faux meat, Taylor Swift, and AD. The latest digital advertising update: July 31st, 2020

This Week in Digital Advertising: July 17th, 2020

B2B’s digital opportunity. Privacy wars. Uber & car ecommerce. Twitter-gate. Good news about honeybees. The latest digital advertising update: July 17th, 2020

This Week in Digital Advertising: June 19

This Week in Digital Advertising: June 19

Happy Juneteenth! Congratulations to Star Bidtellectual Yulia Khudzik! Summer’s here and the world is changing for the better. Have a cocktail and read about the latest in the industry. It’s also on the blog.

The Nuances of Reopening: Adexchanger Podcast

Adexchanger’s Ryan Joe interviewed Bidtellect CEO Lon Otremba for the latest episode of the Social Distancing with Friends podcast. Among the discussion was talks of reopening: “It takes a much higher threshold of safety and security to get people back to doing things the way they used to do things,” Lon says. They also dive into the evolution of Native Advertising: “I still believe the term ‘native advertising’ is transitional and eventually any advertising that is considered relevant and engaging will have to be native or it will cease to be relevant and engaging.” Listen to the conversation here.

Travel Post-Coronavirus

Let’s dive into what’s next for the travel industry (it’s not bleak, we promise). What can brands do now? How can advertisers adjust their messaging? Local travel (roadtrips!!) will be the most popular form of travel this summer. Consumers will trust (and turn to) brands that show off their cleaning skills. Stay front of mind by over-communicating and being a trusted source of information that puts consumers’ minds at ease. Read more here. Watch our 7 messaging suggestions for travel advertisers below. 

Watch: 7 tips to adjust travel messaging

More in the Industry: Cookies, Spotify, and Retail Sales

The IAB Tech Lab is shuttering the DigiTrust cookie-sharing program at the end of July. Spotify is on a talent hiring spree (Joe Rogan, Kim Kardashian to drop some names) and announced it is adding video to its self-serve ad platform, as well solidified a deal with Warner Bros. and DC. Retail sales in the United States were up nearly 18% in May after record lows in March and April, according to the US Census Bureau, but customers are still wary of brick and mortar reopenings. Marketers should shift to a ‘test and learn’ mindset, according to Adexchanger.

Happy Juneteenth

Juneteenth is the oldest nationally celebrated commemoration of the ending of slavery in the United States.  On June 19th, 1865 – two years after the Emancipation Proclamation – Major General Gordon Granger landed in Galveston, Texas and announced that the war had ended and the enslaved were now free. The date’s celebration tapered off in the early 1900s, but gained popularity in the Civil Rights Movement of the 1960s and has seen another resurgence in recent years. Today Juneteenth “celebrates African American freedom and achievement” and is a reminder that “nobody is free until everybody’s free.”  Read more on Juneteenth here. Read more on how to support the movement for racial equality here.

Stay safe. Stay healthy.

With love and unity, Charlotte 

You can get this right to your inbox! Subscribe here:


This Week in Digital Advertising: June 5

This Week in Digital Advertising: June 5

Yesterday marked the 10th straight day of protests against police brutality and systemic racism triggered by the murder of George Floyd.  Bidtellect stands with those oppressed in support of justice and peace in this time of necessary change. Black Lives Matter. 

Bidtellect is committed to fostering diversity and inclusion. We are committed to doing better. This begins and continues with education. We’ve dedicated this newsletter to amplifying the conversation around race including news within the industry, educational resources, and support and donation suggestions. 

Watch: BET President Scott Mills discusses how brands should participate in conversations around systemic racism with AdAge.

How Brands Can Join The Fight For Racial Equality Without Being Tone-Deaf

The big take-aways: stay away from sales-driven messages (e.g. we said this, so buy this!) and don’t come off as inauthentic when talking about social justice. L’Oréal received backlash for its statement supporting racial justice after former model Munroe Bergdorf highlighted how the company fired her for speaking out against white supremacy in 2017, according to Adexchanger. As Digiday outlines, the advertising industry has work to do. In good news, Procter & Gamble announced a $5 million contribution to organizations fighting Black justice like the NAACP Legal Defense and Education Fund, according to MediaPost.

For actionable advice, watch AdAge’s interview with BET president President Scott Mills. He discusses how brands should participate in conversations around systemic racism. It’s an insightful and necessary watch.

Support Black-Owned Businesses 

Now is a great time to shine a light on black-owned businesses. EatOkra app is a guide to black-owned restaurants in your neighborhood. Florida Bidtellectuals compiled a list of black-owned businesses in Palm Beach County to visit (thank you Courtney, Luke, and Brenna!) And order your next book from a local independent black-owned bookstores listed on Literary Hub, all of which are also offering online ordering.

Read. Read. Read.

And speaking of bookstores, what should you read? Now is the time to self-educate.  The bonus is there’s still a pandemic (lol remember that?) so there’s time to stay in and get lost in a new book. Check out these curated lists by The Lit. Bar. Based on this and numerous suggestions across media sites and social media, we might suggest: Between the World and Me, The Bluest Eye, Stamped from the Beginning: The Definitive History of Racist Ideas in America, The Autobiography of Malcolm X, How to Be an Antiracist, Assata: An Autobiography, Sister Outsider: Essays and Speeches, and The Color of Law – all of which are sold out on Amazon, by the way, so all the more reason to buy black-owned and local!

Your Weekend Binge List

13th: named in reference to the 13th amendment to the constitution of the United States (that’s the one that abolished slavery), this documentary examines mass incarceration and the fact that the nation’s prisons are disproportionately filled with African-Americans. Just Mercy starring Jamie Foxx is free to rent on streaming services through June; it’s based on the true story of civil-rights attorney Bryan Stevenson’s fight to overturn the wrongful murder conviction of Walter McMillian. Check out this list of movies and documentaries streaming now for more.

How to Have a Conversation with Kids

It’s a tough conversation to navigate, especially when you throw social media into the mix. For younger kids, Sesame Street is coming to the rescue this Saturday, partnering with CNN for a town hall for kids. Big Bird, Elmo, and other friends will discuss racism and the protests. NPR and The New York Times interviewed experts for tips on starting conversations with your kids on systemic racism and police brutality.

The latter also list book recommendations for every age group from age 0 to teenagers. Two such books are “Hair Love,” by Matthew A. Cherry that is also an Oscar-winning short film; another is Stamped – a “remix” or abridged version of the comprehensive Stamped from the Beginning (listed above) meant for teens/young adults, but my teacher friend also recommended it for us, too. It gives a history of slavery and the concept of race starting with the Ancient Greeks.

Support Black Lives Matter 

Bidtellect CEO Lon Otremba called for a company-wide moment of silence yesterday to honor the life of George Floyd and all black lives lost through racial injustice. NAACP called for an 8 minute 46 second silence, the length of time a white Minneapolis police officer knelt on the neck of George Floyd.

With love and unity,

You can get this right to your inbox! Subscribe here:


This Week in Digital Advertising: May 29th

This Week in Digital Advertising: May 29th

An update on the state of the digital advertising industry.

First up

Congratulations to Star Bidtellectual Courtney Bonkowski, who handles her roles in the finance department AND human resource responsibilities with grace and leadership. Literally what would we do without her. Did we mention she’s ALSO new mom? Talk about #goals.

ALSO ICYMI, Bidtellectuals shared some awesome book recommendations last week. #QuarantineReads for the win. 

Coronavirus impact on higher education 

Coronavirus may have sent students home (to their laptops) early, but on the other side of this crisis is a chance for a reimagining of “traditional” education, including more technology and flexible learning options. The stats show that students are willing to move online and cost will be a major factor in returning to school. Advertisers should bring hope for the future, offer cost-saving options, and be a source of trusted information to guide students in these uncertain times. Over-communicate! Read our in-depth analysis here.

Even though digital advertising is an easy shutoff during a crisis, Adexchanger reported that digital advertising and ecommerce is primed to take a larger share of overall advertising in the long term. Wall Street is betting that in-store marketing and linear or pay TV ad budgets will shift online. 

“There’s this clear incremental push toward online channels,” said Pivotal Research analyst Michael Levine, “Consumer behavior patterns have changed, and it means the proposal for online advertising is much stronger.”

It could also be because consumers are having a much stronger emotional connection with brands during the Covid crisis, according to Mediapost, thanks to shifts in brand messaging. Don’t forget, Edelman reported that even at the end of March, 29% of Americans had already begun using a brand due to the innovative or compassionate way they’ve responded to the COVID-19 crisis.

Watch our video on how to adjust messaging to changes in higher education due to coronavirus.

The Social Media Trials: Twitter vs. Trump vs. Facebook

Whew. Have you followed this? After Twitter censored his tweet, President Donald Trump signed an executive order on Thursday that, if enacted, would challenge social media companies or other aggregation platforms that moderate or remove political content. The administration contends that major online platforms can’t “hand-pick” which comments or viewpoints are allowed. On Thursday, Facebook CEO Mark Zuckerberg drew a line between Facebook and Twitter, saying a platform company shouldn’t be the “arbiter of truth” in US news and politics. Twitter CEO Jack Dorsey says Twitter will continue to label incorrect and deceptive information about elections. Read more on Adexchanger.

The news this weekend

If the latest acts of injustice and subsequent protests in Minnesota are making your heart heavy – you’re not alone. We suggest reading this straightforward timeline of events by NPR to get caught up and recommend checking out the Minnesota Freedom Fund for the work they are doing. 

For some good news to make you smile, Tank’s Good News always features acts of kindness and stories worth sharing. One we’re smiling about? J.K. Rowling is writing a new book: the first two chapters are already online to read FOR FREE and she is inviting children around the world to illustrate it. 

Stay safe, stay happy, and stay healthy.


You can get this right to your inbox! Subscribe here: