WasteNot’s Post

The demise of third-party cookies presents both challenges and opportunities for marketers. How can we effectively reach our audiences in the future while still protecting their privacy? The answer lies in embracing innovation and finding new avenues for targeted engagement. By utilising sophisticated targeting techniques and clean data rooms, we can guarantee privacy regulations are followed while still reaching our target audience. However, the return of contextual advertising is arguably the most encouraging development. Marketers can achieve precise targeting and relevance without sacrificing scale and reach by leveraging user intent data and context. It's not just about targeting; it's about understanding our audience's needs and delivering value in a meaningful way. Let us keep in mind that our greatest resources in this post-cookie era are innovation and adaptability. We can create the ideal balance between scale, relevance, and privacy by embracing new technologies and methods, ushering in a new era of efficient and moral marketing. #Marketing #Privacy #Innovation #DigitalMarketing #Cookieless

Learn 3 key tactics for successful cookieless audience targeting with CMSWire Columnist Chitra Iyer: 1️⃣ Strategic innovation with first-party data. 2️⃣ Leverage commerce media for targeted engagement. 3️⃣ Use data clean rooms & advanced targeting methods for privacy compliance & effective reach. Learn more: https://bit.ly/49IPQuk #DigitalMarketing

When we talk about cookie deprecation, we often talk about targeting audiences... but there's more to advertising than finding an audience. Jamie Sltzer makes a great point: “We’ve started to shift the conversation to also include measurement because it’s potentially even more impacted by the loss of third-party cookies than targeting... There are so many tools and alternatives coming to market right now on the activation side of things, not so much when it comes to measurement.” This is exactly why it's so important for advertisers to reassess their approaches to attribution, media mix modeling, and experimental solutions. #CookieDeprecation #PerformanceMeasurement #MarketingMeasurement

Transitioning from cookie-based behavioral targeting doesn't mean sacrificing relevance, scale, precision, or personalization. The evolution of cookieless audience targeting will blend contextual, intelligent, and consent-driven approaches, enabling advertisers to find a balance between aggregated, anonymized audiences and first-party data. #digitalmarketing #targeting #advertising #programmatic https://lnkd.in/gT7PtcJ8

Your pitch was off! Wait. Vocal, elevator, or fastball? Context matters. In the future of audience targeting in a cookieless world, contextual buying can help fill the gap from the loss of third-party cookies. Our own VP of Media, Gretchen Smith, spoke with Chitra Iyer at CMSWire to explain how ARM is utilizing spoken word to leverage contextual advertising in podcasting. Read the full article for secrets to success in cookieless audience targeting: https://bit.ly/4474pqJ #AudienceTargeting #PodcastAdvertising #Cookies

While contextual targeting offers precision, it often lacks intent and interest, leading to high costs per impression. Instead, combining demographic, contextual, behavioral, and purchase-based targeting can create a robust strategy. Notably, purchase-based targeting has shown to outperform other methods, leveraging past purchases for effective modeling. As the industry evolves, a diverse targeting strategy remains the best defense against uncertainty. Amazing work, thanks Michael and Michelle!

Learn how marketers can balance scale, relevance, and privacy in a post-cookie world with these 3 tactics for successful cookieless audience targeting ✍🏻

The end of the cookie era has been a topic of discussion for a while now. Luckily at Swoop we’ve never relied on it and are prepared, having always built privacy safe segments using Real World Data. Great article by Peter Kane linked below!

What does AI-powered contextual targeting look like 🎯 👀 ? “Imagine you’ve got a travel brand that wants to figure out where to insert themselves in the video landscape. We can go beyond just the title level of the content down to the scene and find if there’s a travel-related theme or topic being discussed, someone talking about a vacation in a TV show, or if there’s a logo present that’s of interest.” - Samba TV Co-founder and CEO Ashwin Navin Read more about what Samba is doing with contextual advertising on the heels of our acquisition of Semasio via Jack Neff's piece in Ad Age 🚀 : https://lnkd.in/gmq6b4UF #SambaTV #ContextualAdvertising #Targeting #Measurement

The majority of cookieless advertising solutions are yet to be fully explored, leading advertisers to seek alternative methods to navigate the transition away from third-party cookies. Our latest blog post delves into this shift towards cookieless targeting, highlighting the significant challenges marketers encounter and offering insights on how they can evaluate various targeting methods effectively. Learn more: https://lnkd.in/e-6saCe6 #cookieless #thirdpartycookies #targeting #contextual