When a person is browsing content about a specific topic, it signals their intent at that moment. For example, if a user is reading a blog about coffee, they are in a receptive frame of mind when it comes to content and ads relate to coffee.
With cookieless targeting, that user could be serve ads for coffee beans or coffee makers, as it’s likely at that time the user is thinking about coffee-relate products. A person’s content consumption signals intent at a specific moment in time, and with cookieless targeting, you can reach them in that moment.
Cookieless Advertising Helps You Target Niche Audiences
Contextual advertising also provides the opportunity for marketers to target niche contexts by specifying a topic or a collection of keywords. For example, a marketer who is running a campaign for a mascara product may Marketing Directors Email Lists want to create value alignment between users and the mascara by highlighting that the mascara is vegan.
Cookieless targeting would enable them to indicate keywords relate to vegan makeup to precisely target a niche customer profile. This strategy is effective because it ensures your ads are serve to consumers who are receptive to the niche attributes of a product or service.
Cookieless Targeting Provides Real-Time Metrics
Since contextual advertising campaigns are serve programmatically, you can review real-time metrics and optimize for maximum performance. With the right DSP, you can verify your ads serve on relevant domains pre- and in-flight. This gives you the ability to revise your selecte topics and keywords in real-time to improve the performance of your campaigns.
Optimizing your campaigns in real-time strengthens your live campaign’s performance which ultimately improves the outcome. And, being able to make in-flight changes means you’re able to make adjustments that will reduce any ad dollar waste.