With cookies set to take a bow, the time for Contextual advertising is nigh

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 28, 2022, 5:25 PM GMT+0

This piece highlights major digital marketing trends that marketers need to keep in mind to navigate the third year of the pandemic.

With third-party cookies taking an exit and tech giants like Google and Apple tightening privacy walls, audience targeting – which relies on cookies and advertising IDs – is set to wane. Switching from audience targeting to contextual advertising is the only way advertisers can effectively target buyers without invading their privacy in 2022.

With newer channels like WhatsApp (which now allows promotional messaging) emerging, organisations with first-party data are better placed for the future than firms that do not capture first-party in a structured format. Moreover, Customer Data Platforms (CDP) will take over Data Management Platforms (DMP).

Organisations that follow privacy compliant, ethical methods using customer consent to source personal information will experience multi-fold benefits of a CDP. Further, brands need to deliver more immersive experiences as metaverse is more widely adopted. 

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