Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

With the cookieless future looming large, we break down different types of targeting, the power of contextual targeting, and how optimization can supercharge your programmatic cookieless strategy.

What is Contextual or Cookieless Targeting?

 

What is targeting in programmatic platforms?

In programmatic marketing, targeting refers to the methods used to identify and reach target consumers or audiences most likely to be interested in the product or service an advertiser is selling.

What are the different ways platforms can target? 

There are different types of targeting such as first-party data, third-party data, and one of the most common, cookies. First-party data is data that is directly collected from interactions with your consumers and audiences through your companies’ own site. Some examples of first-party data include demographics, purchase history, website activity, interests, behaviors, etc. First-party data has a direct relationship with the consumer (Treasure Data, 2021).

Third-party data is data you acquire from very large databases where it is bought and sold programmatically (Treasure Data, 2021). Cookies fall under the umbrella of third-party data. A cookie is a small piece of data stored on the user’s computer that helps a website keep track of visits and activity.

 

What is ‘context’ and what information does it use for targeting?

Context refers to a cookieless set of data points that factor into an ad placement’s ability to perform.

Contextual targeting is targeting based on the information available on the page or site of the ad space, rather than user data. Since it is based on what the consumer is currently engaging with, contextual targeting is successful in predicting what the consumer will engage with next.

Contextual targeting is gaining popularity as it is adaptable to an inevitable cookie-less future. With contextual targeting, the look and feel of every single ad placement is unique to the page and can be correlated even more closely with user behavior. It is the answer to the cookie-less future.

Contextual Targeting

  • seamlessly integrates your ads into relevant content users are already consuming
  • offers precise attribution
  • guarantees higher engagement
  • offers greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine
  • works on all formats: Responsive Native, Display, Video Units, and High Impact Units

What is Contextual or Context-Driven Optimization?

Optimization describes the algorithms that a bidder uses to determine bid prices, whether or not to bid, and how often to bid depending on the performance goals of a campaign. In other words, optimization describes ways to optimize an ad in order to get the best engagement in the most efficient way possible.

Programmatic optimization is the process of improving a programmatic ad campaign’s performance in real time based on data. It’s what makes programmatic advertising the most efficient use of your digital ad budget. With that being said, research shows that programmatic media buying now accounts for 85% of all digital ad spending (Strategus). If you haven’t already made the switch to programmatic, now is the time. 

Platforms optimize performance in a variety of ways from cookies to creatives. Context-driven optimization is optimization without using user data or cookies. Contextual optimization is Bidtellect’s key differentiator that uses contextual signals to optimize performance. 

How Does Bidtellect Use Context? 

Bidtellect has been utilizing context since our founding. We began as a native specialist demand-side platform nearly a decade ago. With native ads, we necessarily had to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment, in addition to reaching performance goals.

Bidtellect’s Contextual Targeting: Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions: first-to-market context demographics targeting, categorization and keyword targeting, interest targeting, and inventory quality targeting. Bidtellect also teamed up with Bombora to combine our granular ad placement-level targeting with Bombora’s robust B2B taxonomy for a unique first-to-market B2B contextual targeting tool.

Bidtellect’s Context-Driven Optimization:  Bidtellect’s contextual offering goes beyond targeting solutions and into optimization. Optimization maximizes spend, ROI, and performance for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

AARDvarkBidtellect’s Automatic Algorithmic Rate Determination toolfactors multiple context data signals simultaneously including: page-level contextual signals, domains, individual publisher ad placements, devices, times of day, and days of week to evaluate auctions and make bidding decisions according to 14 selectable optimization goal types.  In other platforms, bid factoring falls entirely onto traders.

Why Choose a Contextual or Cookieless Strategy with Bidtellect?

Context uses the information on the page rather than audience data to deliver the most relevant ads to consumers. Bidtellect consistently outperforms data targeting strategies with our contextual strategies – not only within our own platform, but when testing against other platforms, as well.

Let us help you optimize on your performance goals!

Reach out to learn more.

 

 

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Make Your Copy Shine With These 10 Best Practices for Native & Display Advertising

Make Your Copy Shine With These 10 Best Practices for Native & Display Advertising

Bidtellect’s [b]+studio are experts at creating eye-catching copy and image pairings that lead to maximum engagement for advertisers. We asked them for their top ten foolproof copy tips. 

Creative best practices are crucial to native and display advertisements: 93% of audiences said that they prefer brands that put some effort in creating something unique to get their attention (Insight at FreakOut, 2021). Coupled with contextual targeting and optimization, eye-catching images and copy will help consumers and decision makers find what they may be looking for.

Copy is especially important because it can direct consumers to content that is valuable to them. According to Forrester Research, 81% of respondents find industry-specific content valuable, and 49% of technology buying decision makers rely on content developed by industry analysts/experts to make buying decisions. 

As reported by Facebook, 63% of global shoppers surveyed enjoyed discovering items they weren’t actively looking for. What does this mean for digital advertisers during the holiday season and beyond? It means that consumers want help while they are shopping. 

 

To learn more, download our onesheet. You can also contact us here. 

Download the Onesheet

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Behind the Platform: NEW Cookieless Context Demographics Targeting + Video

Behind the Platform: NEW Cookieless Context Demographics Targeting + Video

Great news! Bidtellect is excited to offer what we believe is an industry first: a way to skew campaigns towards Gender and Age demographic selections based on domain reported site analytics without the use of cookies.

Read the Press Release:

Bidtellect Releases Cookieless Context Demographic Targeting Feature, Industry First

What does it all mean?

The first of its kind, Bidtellect’s new Context Demographics Targeting DSP feature allows advertisers to target age and gender demographics without cookies for the privacy-first future. This cookieless context differentiator is the first of its kind in the industry and unique to Bidtellect!

It also offers a cost-effective solution, saving advertisers on costly audience data and giving them ability to balance scale and accuracy according to their unique campaign goals and budget.

How does it work?

The DSP features a slider that allows advertisers to select age and gender targeting based on domain analytics across Bidtellect’s premium supply placements. Advertisers can choose domains that skew either heavily male or female, and choose from six age ranges to target solely or in combination with one another. For example, an advertiser might wish to target 65% women-visited sites, which would target domains that have at least a 65% female population of visitors, based on domain analytics.

Note: “Or” Logic applies between the demographics selected within each category
“And” Logic between the two different demographics themselves.

 

Key Features & Benefits:

  • Cookieless solution allows advertisers to skew campaigns towards a given age or gender demographic.
  • Cost efficient add-on vs. expensive data CPM
  • Increased control with the ability to balance scale vs. accuracy

To learn more, download our onesheet below or reach out to your Bidtellect contact! You can also contact us here. 

Watch now! VP of Product Arthur Hainline takes us behind the platform and walks through the new feature.

Download the Onesheet

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Press Release: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

Press Release: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

Bidtellect is excited to collaborate with BidSwitch to announce the success of its SmartSwitch technology to optimize bidstream processing, save on listening costs, and ultimately drive performance.

To quote Michael Feeley, Bidtellect VP of Supply Partnerships and Product Solutions: “Everything we do at Bidtellect focuses on putting brand content in front of consumers at the right time within the environments when they are most receptive and likely to engage – in the most efficient way possible.”

The Takeaways:

Bidtellect utilizes BidSwitch’s SmartSwitch technology to optimize bidstream processing in order to reduce hardware costs and improve performance. 

  • Bidtellect saved 35% with one partner on listening costs with BidSwitch’s SmartSwitch technology
  • This led to a nearly 3x increase in auction win rate, which ultimately improves performance 

At Bidtellect, we help brand advertisers reach targeted audiences in contextually relevant environments at scale across the web. The optimization that we conduct at the bid opportunity level requires a huge focus on large amounts of the programmatic bidstream. Utilizing BidSwitch’s SmartSwitch technology helps to filter out unwanted inventory, thus reducing cost while simultaneously improving bidding performance for our clients.

BidSwitch_Black_WhiteBackground-01 (1)

Engineered by IPONWEB, BidSwitch helps programmatic ad-tech and media companies overcome increasing marketplace complexity by providing partners an efficient and transparent way to manage access to supply and demand at global scale. Unlike an exchange, BidSwitch operates as a neutral, infrastructure network, intelligently routing and filtering the bidstream to ensure optimized, non-fraudulent access for buyers and sellers. Today, BidSwitch facilitates more than 350 supply and demand technology partners globally to connect and trade media across the display, mobile, video TV, native and DOOH ecosystems, all via a single standardized integration. Visit www.bidswitch.com to learn more.

Bidtellect is a performance-driven DSP specializing in context-first optimization, cookieless solutions, and native programmatic. We pride ourselves in premium supply quality and optimizing down to the placement level, while offering deep campaign insights across a wide range of KPIs for our brand, agency, and trading desk partners. Bidtellect consistently outperforms competitors in nearly every head-to-head performance test thanks to industry-leading brand safety technology, premium supply quality, superior context capabilities, and proprietary bid factoring and optimization technology: delivering ads that work.

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The Halloween Onesheet: Advertisers Beware of These Tricks & Treats!

The Halloween Onesheet: Advertisers Beware of These Tricks & Treats!

Trick…or Treat?

Halloween may be the scariest time of year, but choosing a programmatic partner doesn’t have to be!

Don’t get tricked into one-size-fits-all optimization capabilities, ho-hum creative assets, and not adjusting to the new post-pandemic circumstances. Treat yourself our Halloween onesheet for our top tips! And don’t be shy: reach out for a head-to-head performance test if you like what you see.

Download Onesheet: Beware of These Tricks & Treats!

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Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

We’re desperate to say goodbye to COVID-19 and lingering pandemic. There is good news when it comes to economic recovery and spending: according to Deloitte’s latest United States Economic Forecast, PCE is likely to increase by 7.6% in 2021 and by 3.9% in 2022, a sharp change from the 3.9% contraction last year. So what trends emerged from the coronavirus pandemic that are likely to stick around? How can advertisers adjust their strategy accordingly? Let’s dive in.

1. Ecommerce is Booming & So Is Multi Channel Shopping

Stay-at-home orders revealed that consumers were just as – if not more – willing to shop for everything from groceries to tech online. Even when the ability to shop in-store returned, ecommerce continued to grow, and forecasts predict record-breaking ecommerce sales into this holiday season and beyond. People are able to buy things online from all over giving them a wider range, this also helps businesses connect with their customers, especially as they have access to ecommerce translations that can help with communication across multiple platforms. As consumers became more comfortable with shopping online (and retailers made the experience easier to navigate), they also adopted a multi-channel shopping approach. Whether it be researching on their phone, trying in-store, then buying online at their desktop with click and collect – or any other combination thereof – a multichannel shopping experience is here to stay, and advertisers need to step up their strategy to meet the demand. Many, for example, are turning to Smm panel services to boost their social media presence online. This sort of advertising appeals most to the younger market, helping to boost sales amongst teens and young adults.

US ecommerce sales are expected to grow 17.9% this year to reach $933.30 billion, and ecommerce is now on track to surpass 20% of total retail by 2024, according to eMarketer. In the US, omnichannel shopping has grown by 50% since the beginning of the pandemic (Nielson via Facebook). And let’s not forget click and collect: US shoppers spent $72.46 billion via click and collect in 2020, a 106.9% growth rate over 2019; eMarketer forecasts that click-and-collect sales will grow 15.2% in 2021, and 150.4 million people in the US will make a purchase via click and collect at least once in 2021. These types of businesses have popped up a lot over the year with many going for the more ‘remote working’ option to help them work from wherever they can whilst making money, however, as businesses grow they may want to have a business address through a registered office in London so they can be a lot more professional as they build up their business and customers.

The Stats:

  • Deloitte’s latest United States Economic Forecast, PCE is likely to increase by 7.6% in 2021 and by 3.9% in 2022, a sharp change from the 3.9% contraction last year (Deloitte, 2021).
  • Ecommerce is now on track to surpass 20% of total retail by 2024 (eMarketer, 2021).
  • US ecommerce sales are expected to grow 17.9% this year to reach $933.30 billion (eMarketer, 2021).
  • In the US, omnichannel shopping has grown by 50% since the beginning of the pandemic (Nielson via Facebook).
  • US shoppers spent $72.46 billion via click and collect in 2020, a 106.9% growth rate over 2019 (eMarketer).
  • eMarketer forecasts that click-and-collect sales will grow 15.2% in 2021, and 150.4 million people in the US will make a purchase via click and collect at least once in 2021 (eMarketer, 2021).
  • Over 150 million people will make at least one purchase via click and collect this year in the US (eMarketer, 2021).
  • Click and collect will account for 9.9% of all retail ecommerce sales this year (eMarketer, 2021).
  • US click-and-collect sales more than doubled in 2020 and will sustain double-digit growth rates over the next four years (eMarketer, 2021).
  • There has been 1.3X growth in mobile purchasing, globally, for the holiday season since 2018 (Facebook)
  • Retail mobile ecommerce sales grew 15% in 2021 and is expected to grow 22% in 2022, reaching $435.75 billions (eMarketer, 2021)

2. Context Discovery Commerce in COVID and Beyond

With a multichannel shopping experience comes a more thoughtful shopping experience. Consumers are looking for – and accepting – help and guidance from brands when it comes to shopping online. Creating digital ads – discovery aides – that help shoppers determine what to buy based on what they are likely to love (thanks to context clues and audience groups, for example) is crucial to success and will continue to be trending in 2022 and beyond. Maximizing contextual targeting and context-driven optimization will ensure your ads and content find your target shoppers. Make your consumers’ shopping job easier. Don’t just meet them at their needs; anticipate them.

The Stats:

  • 63% of global shoppers surveyed enjoyed discovering items they weren’t actively looking for (Facebook).
  • Half of all shoppers polled experienced some difficulty knowing what to buy for others, highlighting the need for discovery aides-especially during the holidays (Facebook).

3. Spend on Native Ads Increases, Still Preferred by Consumers

When it comes to digital ads, consumers are more than accustomed to their omnipresence while browsing the web. Still, consumers expect a higher-than-ever level of sophistication from digital ads: unobtrusive, soothing to the eye, and relevant to the content they are consuming. As patience for aggressive advertising tactics wanes, native advertising is seeing a resurgence in popularity, especially in the post-pandemic era as consumers spend more time than ever on their electronic devices from work to shopping to personal entertainment.

Nonintrusive ads are crucial: a solid majority (63%) of adblock users said they’d be willing to accept ads on websites if their ad experiences were light and nonintrusive, per a 2021 Blockthrough survey via eMarketer, and even respondents that disliked certain types of ads could tolerate them under the right circumstances. And consumers don’t just prefer it, they are more likely to interact with contextually-relevant native ads: a 2020 Outbrain and Content Marketing Institute study found that Native advertising on the open web that uses a softer trust-based approach to content marketing got 5-10x higher average CTRs than a more aggressive push marketing approach. Native advertising spend in 2020 reached $52.7 billion (which is 64.8% of all US digital display ad spend) according to Statista and Native display ad spending jumped from $47.33 billion in 2020 to $57.27 billion in 2021, accounting for a 16.2% increase, according to eMarketer.

Spend on native advertising increased during the height of the pandemic and will continue to grow: a 2021 AdYouLike analysis estimates that Native Advertising sector spending will jump 372% between 2020 and 2025 and the continued growth could ensure the global market is worth $400 billion by 2025.

The Stats:

  • A solid majority (63%) of adblock users said they’d be willing to accept ads on websites if their ad experiences were light and nonintrusive, per a Blockthrough survey (eMarketer, 2021)
  • 40.9% of respondents said they disliked certain types of ads but could tolerate them under the right circumstances (Blockthrough via (eMarketer, 2021).
  • Native advertising on the open web that uses a softer trust-based approach to content marketing got 5-10x higher average CTRs than a more aggressive push marketing approach. (Outbrain/Content Marketing Institute, 2020)
  • Native display ad spending jumped from $47.33 billion in 2020 to $57.27 billion in 2021, accounting for a 16.2% increase (eMarketer, July 2021)
  • ​​Native advertising is the second-best top-performing channel for video campaigns according to US publishers. (eMarketer, 2020)
  • Native ads create an 18% increase in purchase intent. (Outbrain, 2015)
  • Continued growth in the native advertising sector could ensure the global market is worth $400bn by 2025 (AdYouLike analysis, 2021).
  • AdYouLike estimates that Native Advertising sector spending will jump 372% between 2020 and 2025 (AdYouLike analysis, 2021).
  • Native advertising spend in 2020 reached $52.7 billion (which is 64.8% of all US digital display ad spend) (Statista and Emarketer 2020)
  • Revenue generation from native advertising is expected to increase by 46% by 2021 (Native Advertising Institute, 2020)

4. A New Work Normal is Here to Stay

That’s right: working from home isn’t going anywhere anytime soon. Of course this differs from industry to industry, but many who previously worked in an office have shifted permanently to working from home post-pandemic or in a hybrid situation (part time at home, part time in office). Many people have begun to invest in laptops and other equipment in order to make working from home more efficient. You might find more info at this link if you’re looking for a new system.

According to a recent Upwork survey reported by Forbes , about 1 in 4 Americans (26.7%) will be working remotely in 2021. This is a significant change from 2018, when only 7% of civilian employees in the U.S. had an option to work from home. This means a permanent shift in digital sales and marketing tactics to reach at-home customers, from digital events to research content and more.
McKinsey found that even as in-person engagement reemerged as an option for B2B sellers, for example, buyers made clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure. Digital strategies will need to adjust to keep up –including shifting to greater digital advertising efforts and online sales use.

The Stats:

  • About 1 in 4 Americans (26.7%) will be working remotely in 2021 (Upwork via Forbes, 2021).
  • Only 7% of civilian employees in the U.S. had an option to work from home in 2018 PewResearch via Forbes, 2021).
  • 83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches (McKinsey, 2021).
  • 83% of B2B leaders say that omnichannel is as or more effective than traditional methods (McKinsey, 2021)

5. The Inevitable Cookieless Future Will Alter Programmatic Strategy

The cookieless future is arriving sooner or later, even if the inevitable keeps getting postponed. Regardless of timing, advertisers still have cookieless front of mind and are adjusting accordingly. eMarketer’s Ad Targeting 2021 polled ad executives and many have not overhauled their strategy yet; 2022 will likely be the year catch up begins if it hasn’t already. eMarketer predicts that in this post-cookie world, multiple tiers of targeting will be required depending on which identifiers are coming through with a given bid request. Our best advice would be to start implementing multiple tiers of targeting sooner rather than later.
To read more about Bidtellect’s cookieless strategy and emphasis on our mix of contextual targeting, optimization, and audience creation, download our onesheet Bidtellect’s Solutions: Brand Safety and Context Control.

The Stats:

  • eMarketer’s multiple tiers of targeting in post-cookie world:
    • Logged-in impressions
    • Universal identifiers (like Unified ID 2.0 [UID 2.0] or LiveRamp ATS)
    • Nonauthenticated impressions
    • There will also be other ways to target these non-logged-in impressions, including by using whichever Privacy Sandbox proposals end up getting adopted by Chrome or other browsers, publisher-created segments, and contextual targeting.
  • As late as Q4 2020, research from email ad monetization platform LiveIntent found that almost eight in 10 US marketers and publishers were still relying primarily on third-party cookies to determine the identity of their audiences (eMarketer, 2021).
  • The IAB’s 2021 “State of Data” report estimated $12.3 billion in spending last year on third-party audience data, as well as $8.0 billion on data activation solutions. Most of the audience data spending-$7.3 billion-went toward data used for digital channels (IAB via eMarketer, 2021)
    • The largest chunk of that spending was on demographic, firmographic, psychographic, and attitudinal data.
  • Programmatic is booming regardless: The US programmatic digital display ad market will pass the $100-billion mark by 2022, as third-party cookie deprecation looms closer (eMarketer, 2021)
  • Advertisers in the US will spend $285.58 billion on paid media to reach consumers with messaging (eMarketer, 2021).
  • About half of adult US internet users said that when brands use their data in advertising, it helps them discover (50%) and find (49%) products and services that interest them.

We hope these 5 digital advertising trends in a post-covid economy help you plan your campaigns with ease. Bidtellect is available for all your programmatic needs. Reach out to learn more.

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