Considered Contextual Advertising?
As the cookie has basically crumbled (literally and figuratively), and Google Chrome’s decision to eliminate all behavioral targeting, marketers are scrambling for a solution to their ad targeting woes. So, while some are stymied, leading brands are using this as an opportunity to renew and reset targeting techniques. One strategy has been the revival of the long-thought dead practice of contextual advertising. Have you ever seen a banner ad for a related product or service while visiting a webpage? If so, then you have experienced what is known as “contextual targeting.”
When advertisers target context, they are basically placing a display advertisement on websites that are directly relevant to the product in the ad. This practice is similar to Google search, where search engines serve the ads on their results pages by matching keywords and phrases to the copy in the ad. Similarly, contextual ads rely heavily on both keyword and topic-targeting in order to infer intent of the designated audience. With minimal reliance on personal data, contextual strategies are safe and preferable for brands that need to follow GDPR regulations, among other procedures.
At EGC, our partner software delivers contextual campaigns by using semantic technology to match content featured in our ads—either audio or visual—to what is written in web content, thus serving each particular ad in a relevant context. The click-through-rate (CTR) produced by these contextual ads is often 10 times higher than that of a typical display ad.
So, while browsers will block third-party cookies, our clients will still be able to use first-party cookies to gather and analyze user-level information with all the traffic driven by their contextual campaigns in the promotion of their brands.
If you have further questions about contextual advertising and what is involved in the process, contact EGC. We will place your ads in the right context for the right audience.