With third-party cookies phasing out, marketers should leverage advanced contextual targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2020, 5:55 PM UTC

Numerous studies suggest contextual targeting can increase purchase intent by 63%, as opposed to the audience or channel level targeting.

Contextual targeting uses real-time context-based signals like users’ point of interest, instead of cookie-based signals. With most browsers phasing out all kind of cookies, brands should consider implementing contextual targeting. Studies suggest contextual targeting is more effective than targeting using third-party cookies.

Advanced contextual targeting analyses text, audio, video and imagery to create contextual targeting segments, which are then matched to particular advertiser requirements. This form of targeting not only ensures advertising appears in a relevant and appropriate environment, but also prevents from the product from being attached to negative connotations.

With 73% of consumers feeling contextually relevant ads complement the overall content or video experience, contextual targeting can future-proof businesses. Contextual ads can further drive engagement and enhance brand favourability.

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