While Google has pushed the official deadline for the full ban of third-party cookies to 2024, the restrictions on third-party data collection are still growing. That means marketers are going to need to turn to cookiless alternatives.
Cookieless targeting offers marketers an opportunity to experiment and innovate their targeting strategies. By adding this strategy to their marketing mix now, they can adapt to the upcoming changes.
The Benefits of Cookieless Targeting
- It Reaches Users in the Right Frame of Mind: When a person is browsing content about a specific topic, it signals their intent at that moment. With cookieless targeting, you can reach them in that moment.
- It Helps You Target Niche Audiences: It provides the opportunity for marketers to target niche contexts by specifying a topic or a collection of keywords. That way, your ads are served to consumers who are receptive to the niche attributes of a product or service.
- It Provides Real-Time Metrics: Since contextual advertising campaigns are served programmatically, you can review real-time metrics and optimize for maximum performance. Optimizing your campaigns in real-time strengthens your live campaign’s performance which ultimately improves the outcome and reduces dollar waste.
- It’s Brand Safe and Builds Brand Affinity: Consumers are increasingly conscious of the environments where brands choose to advertise. Contextual advertising addresses the need for brand safe advertising while also building brand affinity, by leveraging content rather than user data to reach the right audience.
Check out the full article by Stack Adapt for more tips on contextual advertising, other uses for cookies, and paid advertising tools.