The Death of the Cookie – How It Affects You, the Advertiser
In recent years, restrictions on the use of personal data have tightened. Whether you think this is good or bad depends on how you use the internet. No matter how you feel about it, the Era of Stalker Advertising is about to come to an abrupt end.
Apple is already well on the way, and by the end of 2021, Google will block all third-party cookies. It’s when Google’s new policy goes into affect, that marketers around the world will feel the impact—unless they change their advertising strategy. If you want your organization to benefit from marketing in the future, it’s about time you take action. We’ll tell you how!
Creativity + Technology = the Future
Eliminating third-party cookies will no doubt be a real headache for marketers. We’ll have to be creative and make use of the data differently than before. But don’t despair! By using our innovative minds and tremendous technological solutions, of course we’ll find new ways to meet the marketing demands of the future. What remains is our willingness—and ability—to adapt. Our willingness to adapt our thinking about marketing. And our ability to discover the amazing opportunities that are already there, as well as the ones still ahead.
Most marketers want to target their ads. Luckily, we now know that we don’t need a bunch of personal data in order to do so. In fact, several studies show that contextual marketing doubles visibility and drastically improves targeting accuracy, compared to programmatic.
Contextual marketing is ethical marketing. It takes care of all parties involved. When visibility doubles and targeting accuracy is high, there’s no doubt you, the advertiser, is well cared for. It also protects your organization’s most valuable asset—your customers.
When advertised contextually, your message is presented in the right context and at the right time. That way, your ad won’t feel intrusive, but relevant and helpful—without using personal data! And your customers won’t feel that you’re stalking them everywhere they go. This type of stalking could actually damage your brand. So—take great care to treat your customers with respect.
At Kobler, we’re committed to privacy. We believe in ethical marketing that champions the individual’s right to privacy. With us, you can rest assured that your ads are targeted ethically, and with full transparency on the entire platform.
Transparency Offers Security and Control
With third-party cookies out of the picture, we can all enjoy increased openness and transparency. Not only customers deserve transparency—advertisers do, too! We need to know what happens on the advertising platform: which ads are where, when they hit and in which setting they appear.
Only when you’re in possession of all these insights, you’re in complete control. That’s why a transparent advertising platform is crucial to your success.
Optimal Ad Placement
Studies show that, in our search for an entry point to the information we want, we quickly scroll through front pages. So why put your advertising money here, when you can target the article inside with the relevant content?
The Kobler Platform makes sure non of your ads end up on front pages. All ads are placed for optimal visibility—in an article whose content is contextually relevant to your ad. Because we know that, once a reader finds the information they were searching for, the article gets read and the ad becomes visible.
Every time an article page is loading, the ad, too, is displayed in its entirety. That way, it stays on screen for longer. This increases the impact of the ad every time it’s displayed. And the reader will experience the ad as highly relevant, as it blends seamlessly with the content of the article.
We hope you’ve been inspired to actually welcome our cookie-less future, and to take the necessary steps to stay on top of innovations.
Do you have questions?
Wonder how to start using contextual marketing?