May contextual ad targeting work as properly as interest- or occupation-based focusing on?
That question is becoming very relevant these days, in light from the consent requirements and other limitations encircling personal and third-party data.
To help answer that issue, two London-based firms — performance-based online agency Roast and advertisement platform Teads — decided to carry out a test, which is covered in a lately released white paper, “ The Enduring Effectiveness associated with Contextual Targeting ” [free, email required]. Roast’ s head associated with mobile/display and paper co-author Lucy Cunningham told me that, to her understanding, this is the first test of its type.
The word “ enduring” in the paper title relates to the truth that classical modern advertising, such as within the TV- and print-oriented days represented in the “ Mad Men” Tv shows, was fundamentally contextual. Advertisers purchased ads on, say, sports activities to reach men and soap operas to achieve women.
This clashes with the data-based approach of present digital marketing, where advertisers generally show ads to site or even app visitors whose cookie-based single profiles indicate, say, they are women age range 18-34 on the West Coast. For several ads, the content in which the ad is certainly shown is a way of attracting these kinds of users, but it often doesn’ t govern which ad is definitely shown.
But will one way work better than the other? Otherwise, contextual-based ads are compliant with all the General Data Protection Regulation (GDPR) because they don’ t require private data. They could be cheaper to manage since the advertiser wouldn’ t have to purchase third-party data, or ask plus track consent permissions, or depend on lightning-fast but highly complex programmatic platforms to recognize the right kind of guest and immediately serve that advertisement.
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