Week 3 | April 2024
Times Internet for Marketers
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In-Depth
The ongoing cookie deprecation issue feels like an endless cycle of frustration for marketers and advertisers. However, they need not remain stuck in this loop any longer. Better alternatives exist beyond cookie-based targeting, especially through proactively adopting audience segmentation strategies centered around location intelligence. Understanding intent requires taking decisive action, empowering advertisers to break free from the cookie drama and regain control of their campaigns.
Kicking the cookie habit: The ad industry has long relied on third-party cookies for demographic and psychographic data, leading to a shallow understanding of consumer behaviour and frequent mislabeling. Cookies fall short in capturing the complexity of the consumer decision-making process, especially regarding segmentation and targeting based on interests, which overlooks the importance of action as the most reliable indicator of true intent.
Using geolocation to predict intent: Differentiating between what individuals say and what they do is vital in understanding consumer behaviour. Real-world mobility patterns offer direct insight into this distinction, reflecting people's true actions. Location intelligence hinges on the belief that frequented places reveal preferences, lifestyles, and purchasing behaviours.
Making location intelligence privacy safe and GDPR compliant: The extended cookie deprecation situation has prompted innovations in privacy-conscious geospatial targeting methods. Marketers now have GDPR-compliant ways to use geospatial data and location intelligence for targeted campaigns based on interest and intent insights, including segmentation by brand affinity, lifestyle, preferences, and household income. This approach delivers higher engagement without increased spending, aligning with marketers' preference for low-budget, high-output ad strategies.
Industry News
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Google has postponed its self-imposed deadline for dropping cookies on Chrome for the third time, citing industry and regulatory pressures. The UK Competition and Markets Authority (CMA) needs more time to review evidence, including industry tests. Concerns over Google's market dominance in ad products and the limitations of the Privacy Sandbox APIs further complicate matters. The delay raises questions about the transition process and its impact on holiday advertising. Despite the chaos, regulators like the CMA express a desire to facilitate privacy-protecting changes.
Taboola has launched its new offering, Taboola Select, providing large advertisers access to a curated selection of premium editorial partnerships, representing 15% of Taboola's top U.S. publishers. This ensures that brands can connect with millions of daily active users on trusted platforms, guaranteeing brand safety and visibility. With Taboola Select, advertisers can secure standalone placements across publisher sites, utilizing CPC buying and Taboola's advanced AI, such as Maximize Conversions bidding technology, which reduces CPAs by 15% on average.
Google launched generative image tools in Demand Gen for advertisers worldwide, powered by Google Al, enabling swift creation of image assets with a "generate more like this" feature. Advertisers retain control over integrating suggested images, and campaigns running both video and image ads within Demand Gen saw a 6% increase in conversions per dollar. Additionally, Google released a "Creative Excellence Guide" with best practices for building campaigns, emphasizing asset provision, high-quality visuals, and performance optimization.
LS Digital, a prominent digital marketing transformation (DMT) firm, strategically appointed Mr. Vishal Sharma as their new Deputy Vice President (DVP) of Media Buying and Trading. With extensive experience spanning 18 years across diverse industries, Vishal brings rich expertise in buying, trading, vendor management, digital marketing, performance marketing strategy, and branding planning.