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Reaching Buyers Without Cookies
The document discusses the transition to a privacy-first advertising landscape as third-party cookies are phased out, impacting key marketing activities like user identification and retargeting. It emphasizes the growing significance of contextual advertising, which leverages sophisticated machine learning and granular targeting to deliver relevant ads without relying on user data. A case study highlights the successful use of contextual targeting for lead generation in the automotive sector.
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Reaching Buyers Without Cookies
- 1. REACH BUYERS WITHOUTCOOKIES Mark Jones Head of Sales, Perform Media
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- 4. PERFORMMEDIA.COM CHANGE CAN AND MOST OFTENWILL LEAD TO NEW HABITS AND BEHAVIORS 4
- 5. PERFORMMEDIA.COM Google redacts DC User IDs MOVINGTOWARDS PRIVACY Digital is moving towards a privacy-first advertising landscape GDPR goes into effect Safari ITP 2.0 announced Firefox starts Enhanced Tracking Protection California Consumer Privacy Act CCPA passes FTC Fines Facebook CCPA goes into effect Safari Location Data cutbacks Chrome announces cookies will go away by 2022 June 2018 Jan 2020 Jan 2020 May 2018 April 2018 June 2018 Aug 2018 June 2020 June 2019
- 6. PERFORMMEDIA.COM KEY MARKETING ACTIVITIES WILLBE IMPACTED 3P COOKIES ARE GOING AWAY Supply Scaling Users can’t be found on sites with a different domain category from your ad Retargeting Previous site visitors become unreachable Conversion Tracking Reduced measurement and attribution functionality User Identification & History Inability to identify and store history on individual users Frequency Capping Risk showing ads to the same user multiple times
- 7. PERFORMMEDIA.COM CONTENT EXAMPLES Relevant: Adsmatching the content of interest to the user at the right time Privacy Compliant & Brand Safe: User data is not required and our Algorithm determines the category and sensitivity of the site content. Scalable: +600K publishers in our marketplace across autos, health, finance, insurance and lifestyle UPPER FUNNEL LOWER FUNNEL MID FUNNEL Benefits of Contextual Advertising
- 8. PERFORMMEDIA.COM MOST MARKETERS STILLRELY ON THIRD PARTY COOKIES 80% of marketers moderately to very reliant on third-party cookies 80% 20% of marketers are very confident their vendors will come up with viable solutions to address the change SOURCE: EPSILON’S RIP THIRD-PARTY COOKIES: ARE MARKETERS READY? 20%
- 9. Yesterday's Contextual Advertising ArticleTitle URL Domain Keyword Article Title URL Domain Keyword Breadcrumbs Publisher Ad Copy Adv Category Adv page context Adv Domain metadata Campaign Type Ad Copy Ad History Content Discovery Associated Topics URL Discovery Brand Safety Topics IAB 2.0 Category Perform’s Contextual Segments Contextual Advertising has become far more sophisticated
- 10. These signals arefed into a complex Machine Learning based feedback loop enhancing the efficiency of all search ads Our systems use intricate signals from the Publisher’s Pages Enhanced Publisher Signals 1 Article Title & Breadcrumbs Domain Categories & Subcategories Keyword & Keyword Sentiment in Articles Page URL & Referring URL Domain Metadata 2 3 4 5
- 11. 1 We also usesignals from advertisers Enhanced Advertiser Signals 3 1 Ad Copy Advertiser Category & Subcategory Advertiser Page Content Advertiser Domain Metadata Campaign Type 2 3 4 5 Historical Ad Performance 6
- 12. PERFORMMEDIA.COM Contextual Advertising isMore Granular
- 13. Contextual Advertising isCustomizable
- 14. Contextual Advertising isCustomizable 7 Million Tops to chose from
- 15. Contextual Advertising isCustomizable
- 16. Contextual Advertising isCustomizable
- 17. RESULTS Autos Lead Generation 5,000 LeadsPer Month +10% Buy Rate BACKGROUND A leading Autos maker used Perform Media high intent contextual targeting to boost dealer automobile sales. GOAL Deliver 5,000 leads per month across targeted make/models with a 7% buy rate. SOLUTION The Perform Media account team leverage both search and native ad formats to generate dealer leads nationwide. They targeted users on pages with high intent like trade in and vehicle shopping pages to boost conversion rate and help deliver strong lead quality.
- 18. THANK YOU advertisers@performmedia.com |www.performmedia.com