Adapt or Fail: Contextual Advertising in a Post-Cookie Landscape
Table of contents
All over the world, the rising concern about data security and user privacy has led to a major transformation in the way online marketing is conducted. Regulations like GDPR rendered cookies less effective, and now the third-party cookies which are the backbone of behavioral tracking for marketers, are being removed by browsers. By 2024, marketing campaigns will no longer be run by tracking using the third-party cookies that helped to identify the customers online and show them ads wherever they go. The ad placement in the cookie-less world will be defined by contextual advertising.
What Is Contextual Advertising?
Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown. For instance, a car ad would be shown on a website related to automobiles, and you might see a toothpaste ad on an oral healthcare portal. There might also be an advertisement for pens in a news article about school exams. Contextual targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities.