Nativo Participates In IAB UK Whitepaper On Contextual Targeting
Frequently Asked Questions
What is contextual targeting?
Contextual targeting is a cookieless advertising approach that matches ads to the content and context of a page using keywords and contextual clues from the full body of text to infer user intent.
Why is contextual targeting important now?
Major browsers (Chrome, Safari, Firefox) are phasing out or blocking third-party cookies. Because these browsers represent nearly 90% of US web traffic, contextual targeting provides a cookieless alternative for reaching relevant audiences without relying on third-party identifiers.
How does contextual targeting compare to data targeting?
Unlike data targeting, which relies on third-party cookies and user-level identifiers for frequency capping and attribution, contextual targeting targets based on the content environment and inferred intent, removing reliance on cookies while still reaching relevant audiences.
Where can I learn more about contextual targeting from Nativo?
Nativo partnered with IAB UK to create the guide “How to Harness the Power of Contextual Targeting.” You can read the full guide here: https://bit.ly/34z7lOy.
Every day we get closer to a world without third-party cookies. In January, Google announced its decision to remove them from Chrome, joining Safari and Firefox on the growing list of browsers that have eliminated the once ubiquitous technology.
Combined, these three browsers own almost 90% of all US based web traffic - meaning once third-party cookies are no longer supported on Chrome, they’re really not supported anywhere.
This is a huge loss for the advertising ecosystem. Tried and true marketing tactics, like data targeting, frequency capping and attribution, are dependent on third-party cookies. In order to survive after Google gets rid of third-party cookies (and to get ahead today), brands need to begin investigating solutions before it’s too late.
Enter: contextual advertising and targeting.
A completely cookieless solution, contextual targeting is a strong alternative to traditional data targeting. The format enables consumers to engage with brand content in environments where they’re already looking for similar content without reliance on third-party cookies. Instead, contextual targeting relies on context clues and keywords from the full body of text on a page to understand user intent.
To help advertisers better understand its benefits, Nativo partnered with the IAB UK to create a guide on contextual targeting called “How to Harness the Power of Contextual Targeting.” You can check out the full guide here.
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