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Cookieless Advertising - What it is and its Overall Significance for Advertisers?

Cookieless Advertising - What it is and its Overall Significance for Advertisers?

Today’s advertising landscape is witnessing surging restrictions on third-party data collection. These growing restrictions on third-party cookie collection are spurring increased interest in the cookie less advertisement.

Cookieless ads are transforming the world of digital marketing. Thanks to the current adtech platforms, cookieless advertising allows targeting through multiple channels at scale without sacrificing data privacy. Cookieless advertisement allows marketers to experiment with newer methods of promotion.

Cookieless advertising is gaining popularity with the rise in privacy concerns and data regulations. As the advertising industry continues to evolve, marketers will leverage cookieless ways to target users. Cookieless advertising is a highly potent AI-powered form of targeting that doesn’t require cookies. Here are some essential aspects to know about cookieless advertisement.

What are Cookies?

Cookies are small pieces of code placed within your browser whenever you surf a specific website. Cookies contain two pieces of information - the name of the website and a unique user ID. In addition, cookies may capture relevant details like website configuration, language preferences, login information, etc. Cookies may also collect information when you add products to your online shopping cart.

How Marketers use Cookies

Cookies gather data about the users, like page clicks, viewed pages, and how they interact with a website. The primary objective of cookies is to create a targeted and personalized experience for those using the internet. By using data from cookies, advertisers can improve their decision-making process and maximize the user experience of their target audiences.

Overview of Cookieless Targeting

Cookieless ads leverage the environment in which the advertisements appear. They use algorithms to target ad placements based on keywords, website content and metadata. In this manner, the users will see ads based on the content they are consuming. Nowadays, cookieless targeting leverages artificial intelligence and machine learning to offer personalized experiences to users.

The roadmap of cookieless mobile ads technologies

What does Cookieless Targeting Mean for Advertisers?

Advertisers will lose access to most third-party audience data. However, user-centric data will remain as first-party or second-party cookie data. Moving forward, advertisers will rely more on cookieless tactics to segregate and target users. With the help of these cookieless strategies, advertisers can offer personalized experiences.

The Alternatives for Cookieless Advertising

In cookieless advertising, insights based on target audiences will be much less attainable. Advertisers will no longer be able to easily tap into the proven interests and behaviors of their users. Therefore, it’s crucial to select an adtech provider that has proven technologies to deliver advertising without cookies. Nowadays, advertisers are leveraging cookieless retargeting to collect insights. Here are some alternatives to cookieless advertising.

First-Party & Zero-Party Data

Advertisers are seeking new ways to collect and use first-party data. First-party data refers to information collected from email marketing, Wi-Fi, user registration, etc. Zero-party data presents information that users share by themselves, for example, interests selection, questionnaires, and preference statements.

Leveraging Progressive Profiling

Progressive profiling is also beneficial in helping advertisers to collect data about their users. Progressive profiling relies greatly on gated content and mapping websites. But users need to offer consent to share this data.

Applying Personalization Strategies

Personalization is becoming increasingly essential to consumers. Most consumers prefer shopping from brands that offer them customized experiences. Campaigns applying deep personalization will be able to comply with evolving advertisement tactics.

Cultural Marketing

Another alternative for cookieless advertising is to opt for cultural marketing. Cultural marketing involves matching ads to present events. Ads based on cultural marketing associate a brand with front-page traffic.

Significance of Cookieless Advertisements

Cookieless advertisements offer advertisers an opportunity to innovate their targeting strategies. By integrating cookieless advertisements, marketers can elevate their results. Here are some reasons why cookieless promotions will help marketers to achieve the desired outcomes.

Allows Marketers to reach Users in the Right Frame of Mind

When an individual is browsing content about a particular topic, it depicts their intent at the moment. With cookieless advertisements, marketers can target the users in proper contexts, time and content. The user’s content usage signals intent at a particular moment. With cookieless advertisements, marketers can reach users at the exact moment.

Access to Real-Time Metrics

Cookieless retargeting allows marketers to access real-time metrics. As a marketer, you can optimize for maximum performance with cookieless advertisements. You’ll be able to assess your audience and relevant ad placements to estimate the performance of your campaigns. Real-time metrics also help marketers to adhere strictly to their stipulated budget.

Target Niche Audiences with Cookieless Advertisements

Cookieless advertisements offer the opportunity for marketers to target niche contexts. Cookieless advertisements specify a topic or a group of keywords that allows marketers to engage niche audiences. Cookieless promotions are also beneficial in developing value alignment.

Develops Affinity of the Users towards your Brand

Modern-day consumers are aware of the brands they shop from. With mobile advertising, you can market your products in a customized manner. It leverages the audience's behavioral information rather than pure user data and helps you reach the right audiences.

AdCTRL™ & Adello Instant Classification «AIC»

Adello AdCTRL™ relied from the very beginning on user consent and observed human behavior in order to maintain privacy. It complies with all applicable data protection laws, including the European Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Brazilian General Data Protection Law (LGPD).

Currently, the methods of data processing within AdCTRL™ fall into three main dimensions:

1. Content: (publishers)Traditional and proven media planning relied on the selection of relevant environments. Adello extends this with the latest technology, continuously searching and classifying publisher data (mobile sites, apps), so that the system understands the content’s environment, keywords, and ratings. Based on this metadata, it can be checked whether an app is trustworthy or not.

Does the app have only 2-star ratings? Is the app is Indonesian, but the ad space is offered in German? The system continuously maintains a content quality index based on different, statistical models. The detailed understanding of content, quality, and environment allows better targeting, is robust and absolutely privacy compliant.

2. Context: (contextual, temporal, and spatial data). It’s all about when and where an ad is placed. For example, the time when the ad is posted may very well be relevant for an ad for coffee. Furthermore, the place where the ad is placed contains additional data such as the current weather or the type of location, which can tell something about the behavior of the device in question (Adello has drawn polygons of all major airports, train stations, and most retailers and includes such data).

Is the location a coffee shop, an office building, or a residential area? That could play a significant role. This method relies on identifying legitimately available 3rd party data (e.g. weather providers, static data e.g. from Open Data/Statista/Federal Statistical Office) and combining appropriate data with its own data (e.g. polygons) to create an understanding of locations. Thus, the algorithm knows in which situation an advertisement will be served.

3. Behavior: The last dimension is the manner, of human (inter)action. This goes far beyond the click. It starts with technographic information (which device is used with which firmware and browser), through connection speed, response, and dwells times, to interact with content and ads (i.e. swipes and clicks). This provides a good understanding of interests and relevance, i.e. currently observed human behavior, and is used in combination with the two methods described above in real-time. This, of course, requires user consent.

AdCTRL™ was developed for processing large amounts of data in real-time, and patented accordingly. The latest generation of AdCTRL™ provides a robust and future-proof targeting framework - while fully preserving privacy.

Adello Instant Classification AIC is a new, simplified version of the more elaborate classification in AdCTRL™. The main difference is that AIC leverages the power of in-stream data processing to instantly classify users into just three categories (age, gender, interests) without having to draw on all of AdCTRL™’s available historical data. The before and after are largely masked out. This reduction results in a coarser but faster identification with similar accuracy - it is generally superior to current probabilistic methods.

The loss of cookies might be the best transformation for the advertisement industry. If you want to leverage cookieless advertising, consult with Adello. At Adello, AI and ML are the backbones of their ad solutions.

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