Kivi leads innovation in Latin America with solutions for cookieless video campaigns.
In the digital age, so-called “third-party cookies” have been the cornerstone of tracking user behavior online and delivering personalized ads. However, with increasing concerns about privacy and stricter regulations, such as the General Data Protection Law (LGPD), “third-party cookies”, in the original in English, have been gradually disappearing from digital advertising since 2020. They treat are small text files that contain fragments of data, used to identify a user’s device and monitor their online activity, as well as to perform tracking between different websites and target specific advertisements based on the user’s browsing history.
For Marcelo Cohen, country manager of Stone In Brazil, progress in the advertising industry is adapting to technological changes and prioritizing user privacy while seeking to maintain effectiveness in advertisements. In this sense, advertising in connected TV (CTV) is an alternative for integration between devices without cookies, as when offering content on the internet, it generates a personalized experience and more precise audience segmentation.
“By being ‘cookieless’ in nature, CTV offers an innovative way to reach relevant audiences without relying on traditional cookie tracking methods. Furthermore, the nature of IP-based connected TV offers new opportunities across all content platforms, such as traditional linear TV, pay or open, streaming, service applications and game consoles”, explains the executive of Kivi, a pioneering adtech in solutions for video campaigns focused on CTV and leader in Latin America, operating in Brazil.
Cohen notes, however, that the transition to technologies that do not require third-party cookies is not something that can be done overnight.
“It’s about changing the way an entire campaign infrastructure works, changing the strategy to reach the audience and finding a trustworthy partner for the implementation phase of new technologies”, he ponders.
Check out the advantages of using connected TV in advertising campaigns below:
Precise targeting: CTV allows you to target specific audiences based on demographics, viewing behaviors, and content preferences.
Measuring results accurately and reliably: Unlike cookies, which can be blocked or deleted when they reach a specific IP, Connected TV offers more accurate and reliable measurements of advertising effectiveness. One of them is TrackTV, a tool developed by Kivi that allows measuring the impact of CTV ads on other media, such as cell phones and computers.
Greater transparency and regulatory compliance: By not relying on third-party cookies, concerns about data privacy are reduced, which can lead to greater consumer trust and regulatory compliance.
*Cape photo: Freepik
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
