Cookieless World

The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.

Conducting a full-funnel marketing strategy does not mean targeting everyone in your funnel and pushing them toward conversion. A good full-funnel strategy takes into account how ready different users are for conversion, and serves them with appropriate advertising. For buyers in the conversion stage, who have strong purchase intent, effective ads show specific products and offers and make clicking and converting easy. However, in the upper funnel, you may want people to feel a connection with your brand and plant a seed that grows over time, allowing them to make better purchasing decisions later on. This may take the form of more aspirational or engaging content that makes a real impression.

This kind of contextual analysis of intent and behaviors requires powerful technology. At RTB House, we use the most effective Deep Learning algorithms to achieve this. However, when 3rd-party cookies are switched off in 2022, will it be possible to measure intent so accurately to build bonds with online users? In episode 5 of our Cookieless Future video series, Laurie da Silva and Richard Johnson show how a full-funnel approach will still be possible with only a slight reimagining of the current processes.

Over the years, http cookies have become an integral part of the Internet and are the most popular method of identifying users for personalizing a message. Due to their prevalence, the distinction between the types of computer cookies was not well known for a long time – cookies were simply cookies.

Programmatic ad campaigns for brand awareness have traditionally been harder to target at the correct online users than performance campaigns as they rely upon more understanding of context and behavior. However, through the use of ultra-powerful algorithms and Deep Learning technology, RTB House has been able to take the lead on brand awareness campaigns and truly target users with great confidence and deliver significant, measurable results.

Our solutions based on Deep Learning technology have been widely recognized and have received the AI Excellence Award, MarTech Breakthrough Award, numerous Stevie Awards, and more.

With the disappearance of 3rd-party cookies coming soon, many businesses fear that the recent progress made on the targeting of brand awareness campaigns will be lost and that we will have to go back to the drawing board. In fact, this is not true. We are already sketching out the future and starting to add colors to the picture of how digital advertising will look in the future. And, in the 4th episode of our Cookieless Future series, Laurie da Silva and Richard Johnson outline how using multiple, more transparent data sources will provide the information needed to create brilliant, highly targeted brand awareness campaigns that also preserve user privacy.

Watch the video to find out all you need to know.

The scope of Brand Safety in digital advertising is broad and might be different for each brand. Find out how you should protect your brand against appearing next to undesirable content.

In this Media Review, we selected four articles about potential direction for FLoC, detailed description of Google’s Attribution Reporting API, the analysis of SWAN and the explanation of UID 2.0.