Cookieless World

The digital world is a complex ecosystem designed to simplify access to information and help people connect easier with fewer limitations. While not paying for it directly, we need to remember that apart from being a content platform, the Internet is also an enormous marketplace, where we – as users – are clients.

Contextual targeting is once again becoming a key talking point for brands and digital advertisers. Those marketers who have been in the game for some time might be feeling a sense of déjà vu, but we’re not going back to the past. In this article, we will explain how AI algorithms are revolutionizing contextual targeting techniques.

It’s time for the next part of our “Media Review” series. We take a deeper look at five pieces of content – including digital advertising analyses involving Apple’s ATT, a protocol for a privacy-preserving measurement, and the progress in Google’s Privacy Sandbox.

It’s time for our 4th Media Review. This month, we selected 5 stories, such as an update from Chrome on the progress of the Privacy Sandbox and an analysis of the future of reporting.

The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.

Conducting a full-funnel marketing strategy does not mean targeting everyone in your funnel and pushing them toward conversion. A good full-funnel strategy takes into account how ready different users are for conversion, and serves them with appropriate advertising. For buyers in the conversion stage, who have strong purchase intent, effective ads show specific products and offers and make clicking and converting easy. However, in the upper funnel, you may want people to feel a connection with your brand and plant a seed that grows over time, allowing them to make better purchasing decisions later on. This may take the form of more aspirational or engaging content that makes a real impression.

This kind of contextual analysis of intent and behaviors requires powerful technology. At RTB House, we use the most effective Deep Learning algorithms to achieve this. However, when 3rd-party cookies are switched off in 2022, will it be possible to measure intent so accurately to build bonds with online users? In episode 5 of our Cookieless Future video series, Laurie da Silva and Richard Johnson show how a full-funnel approach will still be possible with only a slight reimagining of the current processes.