Cookieless advertising targets ads based on the environment in which an ad appears. It uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. Modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before.

Behavioural vs. Contextual Targeting

Behavioural targeting, often referred to as audience targeting, aims to ensure that an ad is relevant to the user who is visiting a page. This is done by serving ads based on a user’s web-browsing behaviour. User data is Sales Directors Email Lists collected from various sources, and typically to collect this data you need some sort of user identifier, like a pixel or cookie.

Rather than targeting ads based on user behaviour, contextual advertising targets ads based on the environment in which the ad appears. The key difference between contextual and behavioural advertising is that behavioural targeting aims to identify the ideal user based on the attributes they exhibit, while contextual advertising targets users based on the content they are consuming at that time.

Sales Directors Email Lists

For example, behavioural will assume a user likes shoes because they have been identified as a shoe lover, based on their previous web activity. Whereas with contextual targeting, a user has indicated an interest in shoes because they are actually looking at content about shoes at that very moment.

The Benefits of Cookieless Targeting

Cookieless targeting offers marketers an opportunity to experiment and innovate their targeting strategies. By adding this strategy to their marketing mix now, advertisers can elevate their results.

Here are 4 key benefits of cookieless targeting.

Leave a Reply

Your email address will not be published.