CONTEXTUAL TARGETING – ONE WAY TO MITIGATE THE EFFECTS OF THIRD-PARTY COOKIE BLOCKING FOR THE ADVERTISING INDUSTRY
These days the coronavirus presents us with new challenges. In everyday life, we have to adapt quickly and flexibly to the restrictions caused by COVID-19. The same applies to the economy, which has been hit hard in many areas and is now, let’s face it, almost zero for the time being. The virus changes everything. A large part of the population is forced into domestic isolation, working in the home office or sitting on the couch at home and consuming digital media. Life goes on, even if everything changes.
In these troubled times, this also applies to the online advertising industry. The so-called cookie apocalypse, the “cookiepocalypse”, was expected by the industry in the coming years, when Google announced to eliminate third-party cookies for the Chrome Browser entirely by 2022.
Apple does not hesitate and rushes forward
Apple now on Tuesday released a major update to its Safari browser and the Intelligent Tracking Prevention (ITP), the privacy feature that allows the company’s web browser to block cookies and prevent advertisers from analyzing the web habits of a user. Safari now blocks all third-party cookies. That means that, by default, no advertiser or website is able to follow the user around the internet using the commonplace tracking technology.
The blocking in Safari is also intended to ensure that digital fingerprinting via login IDs as a tracking method is no longer possible. In addition, Safari also prevents this:
- Cross-Site Request Forgery through Third Party Cookies
- the use of a third party domain to identify users; User IDs could remain there even if the website data for the first party has been deleted
It also simplifies the initial situation for developers. Those who need access to cookies as a third party must use the Storage Access API.
Besides Apple (8.7% market share, source statista.com) other Browsers like the Tor Browser and Brave are already blocking these kinds of cookies. Taken in effect the Google Chrome Browser market share of 68,7%, more than 75% of the internet users can’t be addressed by cookie targeting technologies in the future. Additionally, Firefox and other tiny Browser will surely also implement these restrictions near-time.
The Rise of Contextual Advertising
In the next two years says ExchangeWire, experts expect the advertising industry to take a more expansive role in media curation. While historically this has been led by access to unique inventory and tighter supply path optimization (SPO) strategies, the next evolution will be to utilize ‘environment intelligence’ – applying brand suitability, alignment and quality thresholds to media and data.
Given that every brand has different risk profiles, and that agencies have a unique perspective of intelligence for performance and suitability, we will see both begin to deploy customized curation.
Wrapped around this, given the current regulatory environment, will be a push to ensure this curation is compliant and scalable, in which contextual and consent-friendly signals will play an increasingly larger role. Contextual Targeting is one way to mitigate the effects of third-party cookie blocking for the advertising industry.
All you need for environment intelligence and context-based decisions
We as hyScore can help you with these kinds of challenges, and provide you the right solution to get the best analysis and data for your contextual targeting needs.
You can use our generic solution hyScore|analyze – ready to use – to analyze the content of a single URL in real-time or in a batch. For agencies or a brand, we can provide tailored content and website analysis to identify valuable environments to advertise your products in the right context. We have proof, that clients, that are using our data for ad-campaign delivery have an increase in a campaign KPIs measurement of a factor by 5 to 7 compared to the usual practice of programmatic advertising or direct campaigns without contextual data like ours.
Do you want to increase massively the efficiency of your online advertising campaigns? Why wait? We are happy to consult you. Get now in touch! Stay healthy!