Despite cookies being less and less present, contextual advertising is making a comeback. However, some believe going back in time is not the best way forward, such as Kasper Skou, CEO of digital marketing firm Semasio, who sees the return to contextual advertising as an unnecessary regression. At Semasio, a new approach to consumer profiles and content is developed based on semantic analysis. A semantic understanding of the terms that pages contain and Internet users consume gives the company a unique opportunity to segment seamlessly between users and pages, a practice called unified segmentation.
Given its roots in audience targeting, the cookie-free future is seen as an opportunity to move towards new and innovative approaches at the intersection of audience and contextual targeting – a synthesis of the two.
This synthesis is called a contextual audience extension, and rather than relying on the content of a specific page, the contextual audience extension analyzes behavioral patterns from, for example, a primary audience and then uses these patterns to design audience on pages for contextual targeting.
For comparison, legacy contextual advertising is a unique trick to match the marketing message with the page content, while contextual audience extension transcends this limitation by analyzing an audience’s behavior to find new net context independent of topical connections. . This allows us to see connections between audiences and contexts, which are invisible to traditional contextual targeting providers.
The importance of the “seed public”“
The final part of the equation is incorporating a seed audience. Let’s say you want to sell small electric cars. If you were using traditional contextual targeting, you would place your advertising on a page about small electric cars or related topics. The problem is that this is exactly what everyone else is doing, which means high demand for little supply, driving up prices and undermining scale.
Fortunately, the contextual audience extension does something very different. The platform can look at the behavioral patterns of users who actually sign up for a test drive in the small electric car (primary audience or seed) and use these patterns to project audiences in contexts. It’s important to think of this process as building a dynamic internet heatmap for this unique audience. If an initial audience member visits the page, it warms it up slightly. If a non-member visits the page, it will cool down a bit. That means the more audience people you have versus people outside the audience, the hotter this page will become.
This new approach establishes a connection between audiences and contexts that transcends legacy technologies of contextual targeting. It allows the creation of a new net offer invisible to the competition, producing lower costs and greater scale.
A lot of people are confusing phasing out 3rd party cookies with phasing out any kind of user ID, but the truth is there are interesting approaches out there, compelling alternatives to user identifiers based on 3rd party cookies. The key is to build on past successes to create a whole new future.
It’s all too easy to revert to a past marketing technique that was undoubtedly successful. But Kasper says he believes the post-cookie future of digital marketing is bright and full of innovation.
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