Rely on tech innovations, relevant supply partners to prepare for the cookie-less world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2022, 6:24 AM UTC

Brands must invest in technologies that would help them reach audiences with contextual and relevant messages.

By prioritising technology, businesses can better prepare themselves for the cookie exit and enjoy an edge over their competitors. Brands must use video metadata, visual signals from video frames, and audio signals from audio tracks to better classify and contextualise their video content.

By collaborating with supply partners on the basis of the audience, content, and the quality of their contextual solutions, companies better serve an audience that meets their individual needs. But, businesses must make sure these partners have technological innovations like machine learning at their disposal to help brands enhance their audience targeting capabilities.

When placing ads, brands must ensure the content next to the ads is brand-appropriate. Instead of offering ads that invade user privacy and highlight products based on the customer’s search history, brands should offer ads related to the video content the customer is watching.

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