Digiday Research: Contextual targeting will have its renaissance
There is a lot of uncertainty about how the coming Google changes will affect the ad-buying habits of brands and agencies.
But publishers that have been hoping for a return to more contextual targeting can rejoice.
Digiday polled 146 buy-side professionals about how they and their employers were preparing for the end of the third-party cookie and found that slightly more than half of respondents said they would be spending more money on ad campaigns that used contextual ad targeting.
More respondents named contextual targeting among their approaches than “investing in technology to acquire more first-party data” and “using ad tech-built cookie alternatives.” Only one option — “revising attribution/measurement frameworks” — was selected by more respondents.
After years of losing ground to tracking tactics that allowed companies to track people’s behavior across the internet, contextual ad targeting has finally come back en vogue, partly because it offers ad buyers a mixture of privacy compliance and scale that, to date, third-party cookie alternatives do not.
It has also gotten considerably more sophisticated, as publishers have built their own identifiers and developed deeper, more nuanced understanding of the audience cohorts and segments their content attracts.
Contextual targeting still presents challenges to ad buyers — there is no uniform definition or taxonomy for audience segments, for example.
But as ad buyers continue to prepare for the end of third-party cookies, significant numbers of them are going to gravitate toward what they know works, particularly as the coming changes scramble targeting and measurement methods that ad buyers have been honing for years — 69% of the survey’s respondents admitted that they were worried about their ability to target and measure ads without third-party cookies.
‘Always a straight shooter’: How Campbell Brown is working to close the trust gap between publishers and Facebook
Campbell Brown did not cut her teeth in Silicon Valley like many of her Facebook counterparts. Her background in journalism is what gives the social platform a stronger hand when working publishers.
The New York Times says it won’t use identity tech like Unified ID 2.0
The New York Times can take a stance against cookie-replacing IDs because of its successful subscription business, but the position could be risky for its advertising business.
Cheat Sheet: Apple scrambles podcasting’s paid landscape
Creators will be able to monetize their listeners by selling subscriptions on Apple Podcasts instead of just serving them ads.
SponsoredCompanies are following these principles to improve DEI initiatives
It has been nearly a year since the tragic killing of George Floyd sent the United States into a racial reckoning that forced companies to be held accountable for their low diversity rates. Conversations about systemic racism and lack of access were being discussed head on and with transparency. With the advertising industry already employing […]
‘An employee’s boss’: How HuffPost’s Danielle Belton will steer the newsroom after a tumultuous year
Danielle Belton became editor-in-chief of HuffPost on April 12. She hopes to stabilize the newsroom and answer staff's call for more diversity among its ranks.
‘The pressure cooker is primed to explode’: How instant messaging tools are contributing to burnout
Despite their many benefits, instant-messaging tools like Slack have contributed to burnout over the last year — leading some businesses to drop them entirely.