Where and when ads appear—and what content they appear next to—has long been a concern for digital marketers. But that concern is growing in urgency. New channels and increasingly complex digital platforms have made it tricky to keep track of all of the different contexts in which ads can appear, creating risks to brand suitability and reputations. Ad adjacency, therefore, has emerged as a serious consideration for advertisements in 2023.
This will prove to be a dynamic year for digital advertising, with the deprecation of third-party cookies looming, new privacy regulations on the table and legacy behavioral targeting tactics falling by the wayside. Advertisers need new strategies to reach and engage their target audiences cost-effectively and efficiently without failing to comply with user privacy guidelines or annoying consumers.
Cookies (especially third-party cookies) have long been the backbone of digital marketing efforts: behavioral targeting. However, the end of the cookie is near—and so, too, may be the end of behavioral targeting’s reign as digital advertising’s go-to for reaching target audiences.
With programmatic inventories shrinking, and costs rising, understanding how connected TV advertising works will help you maximize your return on investment from this growing medium.
Daily digital media consumption is predicted to increase by nine minutes to eight hours and 23 minutes in 2023. That’s a lot of time spent reading articles, watching videos, listening to podcasts, and viewing shows and movies online. This is great news for the digital advertising industry. The opportunities for marketers to reach and engage consumers are virtually endless with so much of our lives now being spent online.
Everything seems to be getting faster. The speed at which businesses do, well, business, continues to accelerate. Digital and CTV advertising are no exception; speed is crucial for all types of digital advertising, but it’s especially pertinent regarding pre-bid targeting. But before we get into why speed matters, let’s take a high-level view of how pre-bid targeting works to set the stage.
While CTV advertising is becoming an increasingly popular outlet for programmatic ad spend—with 66% of advertisers planning to increase their CTV budgets—the practice is not without its brand safety risks. Knowing how to limit brand safety risk in CTV advertising should be a priority for any company looking to scale to these channels this year and beyond.
Cookies have long defined online marketing. But soon, certain types of cookies will be phased out of the digital advertising industry all together. Here’s why and how to evaluate some alternatives to third-party cookies in your marketing strategies.
We recently sat down with Joe Kyriakoza, vice president and general manager of thePolk Automotive Solutions portfolio at S&P Global Mobility - which produces best-in-class automotive audiences to help marketers connect more effectively with consumers.
Third-party cookies have long been a digital advertising staple across virtually all web browsers, including Google Chrome, Mozilla Firefox, Microsoft Edge, and Apple Safari, albeit handled differently (and abandoned) by each at different points. Still, many browsers store and process third-party data in some capacity—but that’s changing quite quickly.