RTB House report highlights which strategic opportunities the advertising sector should seek after the end of third-party cookies
The year 2024 began with Google disabling third-party cookies of your browser, Chrome. As a result, advertisers, publishers and agencies will need to adapt to the new reality, each in their own way. This, in fact, was one of the themes of the research Trends and opportunities in a world without third-party cookies, developed by RTB House.
According to the study, with the absence of data sharing through third-party navigation, technologies such as Deep Learning will be 50% more efficient in retargeting campaigns for programmatic media. The solution is even responsible for executing 240 trillion operations per second focused on optimizing digital campaigns.
RTB House listed some opportunities that advertisers should take into consideration when planning their media investments and what’s to come. Thinking about the sales funnel, martech pointed out that a user needs to have, on average, four interactions with your brand, considering branding campaigns, consideration and conversion, before finally making a purchase.
In addition, retargeting campaigns, for example, cover 20% of your potential buyer base, making it necessary to invest in a varied mix of campaigns and banner formats in order to warm up and qualify your customer base and optimize total conversions. . Another example is conversion in in-app campaigns which, together with web retargeting, can increase sales traffic in companies by up to 32%, according to research.
An important point in the study of the demand for personalized banners is that Deep Learning will be able to map which stage of the sales funnel the user is in and, in the case of campaigns focused on retargeting, which products are among their interests ( considering model, color and other specific attributes) to then bring the ad with the highest conversion probability to the user.
The Latam market on the rise
According to data from Statista, the last quarter of 2023 was an important milestone for the advertising sector in Latin America, since the main investments in the region in online advertising were concentrated in Brazil (US$8.97 billion) and Mexico (US$ 4.9 billion).
For 2024, more than two-thirds of investments ($740 billion) should be directed to digital advertising efforts, with the largest share for search formats ($306.7 billion), video ($191.3 billion) and banner ($174.4 billion).
As the market changes, advertising finds new ways of communicating with its audience and, undoubtedly, it would be no different with Connected TVs (CTVs). Today, 41% of the Latin American population with internet access consumes content on CTVs, according to a 2022 survey by Comscore.
(Credit: Photo by Clment Hlardot on Unsplash)
