By 2023, the third-party cookie will be phased out from the Google Chrome browser. This will cause a shakeup in the digital advertising world and force companies to turn to new and more sophisticated audience targeting methods. Many online advertisers have dreaded the “death of the cookie” for years. Still, Firefox and Apple’s Safari browser blocked third-party cookies starting in 2020, so online advertisers have some precedent to follow when adapting to this change.
Online advertisers are beginning to learn about the worth of Contextual Targeting Advertising and how it can work with first-party cookies and other identifying information to create high value and a good return on their investment.
AdMedia, a popular contextual advertising firm from Los Angeles, CA, with many high-profile clients, provides an analysis of how the demise of the third-party cookie will affect today’s digital advertising world and how companies can take advantage of their services to continue producing targeted valuable ads.
Third-party cookies have long been vilified as an invasion of customers’ privacy. Since they can track customers from site to site across the entire Internet, they accumulate a huge volume of consumer data used in many ways. Third-party cookies and the way they are used are not transparent on the whole, meaning that they caught the attention of world governments and privacy advocates years ago.
The loss of third-party cookies on Chrome and other browsers will significantly impact many online advertisers because they use these identifiers to track visitors, improve the user experience, and target ads to the desired audience. Third-party cookies presented a significant advantage for advertisers because they enabled browser-wide tracking of all customers’ activities.
The Internet may be filled with untargeted ads without third-party cookies, similar to how the landscape looked in the late 1990s and early 2000s before contextual targeting was popular. Consumers will be annoyed by the noise and clutter if this occurs, and they may request better ad-blocking technologies from Google, Apple, and Firefox.
“We have built a future-proof technology framework with this in mind which has been in development for over three years. We are not dependent on 3rd party cookies and take consumer privacy and user experience very seriously,” says a spokesperson for AdMedia.
Danny Bibi, the company’s founder, and CEO was recently interviewed about the potential of his company’s contextual advertising model. When discussing potential changes that he would make within the digital advertising industry, he noted that customers should let go of “the notion that conversions and quality inventory are only to be had on the top premium destinations like Yahoo, Google, or Facebook. It’s not that way. The idea that quality inventory is not available outside the major players is completely false. Most of the time, it’s the complete opposite.”
The company provides an essential service because it is independent of these top search destinations and provides a much higher clickthrough rate and ROI than advertising on the three major websites.
Bibi noted that “(the industry) has changed by way of transparency and accountability. In the past, there wasn’t any transparency or accountability, and a lot of the players in the industry have since gone out of business. The industry has gone to more of a transparent model, which is really good for everyone who plays by the rules and is able to provide a quality service.”
Increased transparency is one of the major benefits of the contextual targeting model. The advertiser can view all analyzed traffic to create an ad rather than being kept secret in a third-party cookie context.
The company’s system works through a proprietary algorithm that targets consumers by applying artificial intelligence and machine learning. Using directed learning, the algorithm goes through the data and discovers the user’s search terms, purchase history, and the stage in their customer journey.
The company has determined that the most effective time to target consumers with an advertisement is when they are about to purchase. Consumers researching different options for their next purchase may be swayed by a subtle and well-placed ad on a trusted website.
The company’s algorithm is transparent and does not rely on third-party cookies, meaning that it will be usable well into the future. This may be the perfect time for online advertisers to start adapting to the post-third-party cookie world and start using other methods to target potential customers.
Abandoning third-party cookie strategies will be a difficult time for many online advertisers. However, it’s not necessary to throw out the playbook completely. Beginning to rely on a contextual targeting solution like that produced by AdMedia can help companies adapt to the new world of online advertising and make sure that they can reach the right customers with the right ad well into the future.
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