Embrace audience anonymity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2021, 9:06 AM UTC

Media owners should respect audience privacy and use contextual targeting to gain consumer attention.

With third-party cookies phasing out, marketers should look for long-term targeting options like contextual ads. They should embrace anonymity via contextual targeting strategy while also building identity. Leveraging contextual targeting and creating a logged-in audience base can help marketers effectively target their potential buyers.

Publishers can capitalise on the future logged-in audience who prefers to engage with unique and distinctive content. An individual who proactively contributes with an “always logged-in” status and additional declared data, the user is looking for an exchange of mutual benefits. 

Instead of looking for options to bring user identity in the spotlight, publishers should respect their anonymity and provide enough benefits to change user mindset towards provide additional personal information. Combining contextual targeting with logged-in audience strategy can help marketers effectively target their audiences.

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