{"id":26342,"date":"2022-07-18T21:23:30","date_gmt":"2022-07-18T19:23:30","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=26342"},"modified":"2022-07-18T21:23:30","modified_gmt":"2022-07-18T19:23:30","slug":"trends-of-a-new-era-contextual-cookieless-targeting","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/trends-of-a-new-era-contextual-cookieless-targeting\/","title":{"rendered":"Trends of a new era: Contextual Cookieless Targeting"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-26172 aligncenter\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/07\/4D-contextual-Targeting-1-1024x676.png\" alt=\"\" width=\"627\" height=\"414\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regulatory and technological changes are affecting the ways we reach potential customers. User expectations are evolving. These days, people demand more transparency, choice, and control over the use of their data online. The industry must change, too, to meet these user demands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The elimination of cookies has already changed digital marketing in many ways:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Targeting<\/b><span style=\"font-weight: 400;\">: segmentation is limited due to the rapid decrease in the use of cookies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Measurement and attribution<\/b><span style=\"font-weight: 400;\">: the current trend of measuring post-click campaigns means there is a significant loss of conversion data which leads to attribution issues for each channel.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Bidding<\/b><span style=\"font-weight: 400;\">: the algorithms are fed by the data. But, if this data is limited by the absence of cookies, the full potential of the automatic bidding algorithms is not used.<\/span><\/li>\n<\/ul>\n<h3><b>Programmatic Success in a Cookieless World<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">For these reasons, we need to find ways to continue impacting our users in the same skilled ways of the past.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main objective that each marketing manager or paid media marketer should have is <\/span><b>to maintain and increase the segments that can be activated<\/b><span style=\"font-weight: 400;\"> after the limitation of cookies, with the following main objectives:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase the <\/span><b>performance<\/b><span style=\"font-weight: 400;\"> of campaigns with powerful results\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Obtain <\/span><b>real-time<\/b><span style=\"font-weight: 400;\"> insights<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promote and maintain <\/span><b>brand<\/b> <b>awareness<\/b><span style=\"font-weight: 400;\"> and <\/span><b>growth<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maximize <\/span><b>profitability<\/b><span style=\"font-weight: 400;\"> and boost <\/span><b>ROI<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A few months ago, Making Science formalized a joint venture with the British group that developed<\/span><b> 4D technology<\/b><span style=\"font-weight: 400;\">, a cookie-free solution based on <\/span><b>contextual segmentation. <\/b><span style=\"font-weight: 400;\">This combines programmatic segmentation with Artificial Intelligence along with the most advanced machine learning to offer accurate, actionable, and scalable information and recommendations in real-time.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-26177 aligncenter\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/07\/4D-contextual-Targeting-2-1024x747.png\" alt=\"\" width=\"621\" height=\"453\" \/><\/p>\n<h3><b>Technological Features<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With 4D, we can obtain at least a 30% increase in sessions compared to campaigns that do not use this technology, to a 58% increase in unique users. These are some of the features that we can implement thanks to technology:\u00a0\u00a0<\/span><\/p>\n<ol>\n<li><b> 4D Tag<\/b><span style=\"font-weight: 400;\">: implementation of the 4D tag in campaigns to collect data (privacy compliant) to obtain contextual insights and learnings, and activate them later.<\/span><\/li>\n<li><b> Scanning of video and YouTube ads<\/b><span style=\"font-weight: 400;\">: 4D offers the possibility of scanning creatives in video format, taking into account various elements to obtain insights and topics that can be activated in your programmatic campaigns.<\/span><\/li>\n<\/ol>\n<p><b><img decoding=\"async\" class=\" wp-image-26182 aligncenter\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/07\/4D-contextual-Targeting-3-1024x740.png\" alt=\"\" width=\"845\" height=\"611\" \/><\/b><\/p>\n<ol start=\"3\">\n<li><b> Advanced reporting based on topics<\/b><span style=\"font-weight: 400;\"> to analyze in depth the performance of each of your campaigns and reactivate those insights, improving the response rate of users.<\/span><\/li>\n<\/ol>\n<p><b>Get ready to enter the world of post-cookie privacy <\/b><span style=\"font-weight: 400;\">with the most advanced Machine Learning together with the technology to reach customers in the right place and at the right time. <\/span><b><i>It&#8217;s the future of digital marketing: it&#8217;s contextual targeting redefined.<\/i><\/b><b><\/b><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Do you want to know more about<\/span><b> 4D technology<\/b><span style=\"font-weight: 400;\"> and the cookie-free solution based on <\/span><b>contextual segmentation<\/b><span style=\"font-weight: 400;\">? Do not hesitate to contact us so that we can analyze your specific case and offer you the best solution. We look forward to hearing from you!<\/span><\/p><\/blockquote>\n<p style=\"text-align: center;\"><a style=\"border-radius: 15px; padding: 1em; background-color: #f0076f; color: white;\" href=\"https:\/\/www.makingscience.com\/contact\">Get in touch<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Regulatory and technological changes are affecting the ways we reach potential customers. User expectations are evolving. These days, people demand more transparency, choice, and control over the use of their data online. The industry must change, too, to meet these user demands.\u00a0 The elimination of cookies has already changed digital marketing in many ways:\u00a0 Targeting: [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":26198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[176,27],"tags":[471,944,945],"class_list":["post-26342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adtech","category-advertising","tag-cookieless-2","tag-publicidad-programatica-2","tag-targeting-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/26342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=26342"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/26342\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/26198"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=26342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=26342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=26342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}