Can be third-party data targeting more effective compared to contextual targeting?


May contextual ad targeting work as nicely as interest- or occupation-based concentrating 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 query, 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 information, 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 portrayed in the “ Mad Men” Tv shows, was fundamentally contextual. Advertisers purchased ads on, say, sports occasions 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 groups 18-34 on the West Coast. For a lot of ads, the content in which the ad will be shown is a way of attracting those people kinds of users, but it often doesn’ t govern which ad is certainly 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 customer and immediately serve that advertisement.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for 3rd Door Media. Previously, he protected this space as a Senior Author for VentureBeat, and he has discussed these and other tech subjects intended for such publications as CMSWire plus NewsFactor. He founded and directed the web site/unit at PBS place Thirteen/WNET; worked as an online Older Producer/writer for Viacom; created a productive interactive game, PLAY IT SIMPLY BY EAR: The First CD Game; created and led an independent film display, CENTER SCREEN, based at Harvard and M. I. T.; plus served over five years being a consultant to the M. I. Capital t. Media Lab. You can find him in LinkedIn, and on Twitter at xBarryLevine.

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