With the imminent “death” of third-party cookies, it’s no wonder that demographic targeting will soon be phased out as well. With laws such as the GDPR (now in its fifth year of enforcement) in force and consumer sentiment at an all-time low, his third-party cookie-based targeting certainly won’t last long.
back to the future
As the industry continues to race for viable alternatives to demographic targeting, context has emerged as the most compelling and, more importantly, the most promising solution. Ironically, contextual targeting is one of the earliest forms of advertising, as brands took advantage of newspapers and early television to get their ads where the desired consumer was.
As the resurgence of contextual advertising continues, many companies are jumping on the bandwagon and trying to “back to basics” and return to targeting content rather than people. However, not all of these players are created equal, and brands must realize that they can only succeed if they choose the right partners with the right solutions.
data and decision making
More sophisticated forms of contextual advertising currently rely on AI and generative AI. But to produce the desired output, you first need good input, and Contextual AI is no exception. While demographic targeting relies on soon-to-be-deprecated third-party data, AI uses large amounts of information within campaigns, including highly accurate predictive assumptions, especially around demographics, product consumption, and more. can be used for
Instead of focusing on the online personas created from a user’s purchasing decision, brands can now use the context behind that decision to develop and optimize their marketing strategies leading up to the purchase. rice field.
AI-driven contextual targeting is more inclusive because it can reach all relevant consumers, not just those with matching data. Moreover, over 70% of his open web traffic does not contain third-party identifiers, making this increasingly impossible.
The ideal course of action for brands is to work with a provider that specializes in advertising on the open web. Taking advantage of the open web brings many advantages, especially the opportunity to leverage premium his publisher relationships. Premium publishers will be fairly compensated for the content they create and the audiences they generate in the years to come.
High-quality editorial content is not only the safest environment for brands, it has also proven to be the environment where consumers pay the most attention to and are most likely to interact with advertising content. Of course, if the content is relevant to them.
Key to relevance: context is not static
How can a context provider verify the relevance of ad content? This is where AI comes into its own. It’s truly amazing how contextual AI has advanced in the last few months, and even in the last few days, with updates to ChatGPT and Google’s Bard.
Where once we relied on comprehensive analysis of a page’s written and visual content (which still plays an important role today), we quickly turned to unsupervised machine learning models. and network-level analytics, and the ability to create custom content categories. A level of accuracy that third-party cookies can never provide.
I doubt this. where’s next? Generative AI, with programs like ChatGPT, has dominated the news for the past few months, and while talking about it now may seem like it’s back on the bandwagon, its applications in other industries, including advertising. It’s important to recognize. For me, this is the next big step in the evolution of contextual AI and represents a big step into the new era of advertising.
Impactful and compelling creatives are clearly vital to the success of advertising campaigns, and the most innovative contextual companies are integrating generative AI platforms into their solutions to make the most of these creatives. doing.
You can take a brand-provided creative and modify it to better fit the context in which it’s hosted, based on prompts generated by Contextual AI’s comprehensive analysis of the page. So instead of personalized data targeting one person, we can now have personalized creatives targeting many people, but on the fly to better connect with consumers. You will learn and iterate.
Contextual creatives have been proven in numerous research studies to be more effective than regular creatives in generating attention and engagement, and these AI-generated creatives are said to further enhance consumer empathy. At the same time, it frees the brand’s creative team from the painstaking customization process.
As context persists and AI becomes more important, it is clear that AI will continue to play an important role. Choosing the right partner is more important than ever for brands to leverage cutting-edge technology and the right form of targeting in the right environment.
