The Programmatic industry is looking for alternatives to third-party cookie targeting as new privacy regulations, more tools to block or limit cookies within browsers, and significant changes to how browsers operate mean that the end of cookie era is closing in. Advertisers are looking back towards an old targeting friend, contextual, to help replace third-party cookies.
What this means for marketers: Advertisers need to be proactive in finding alternatives to audience-based buying and third-party data. Among the different strategies available, contextual targeting is looking to be a strong alternative, or even a replacement to audience-based buying. Why contextual though? The perception is a less-sophisticated targeting strategy, and advertisers are only resurging this method because of an uncertain future. Realistically, there is an opportunity with the third-party targeting void, and contextual companies are surely gearing up for when the opportunity ripens. If cookies are no longer viable, keywords are a quick fix. Additionally, contextual technology and strategic thinking have evolved over the years, and although this method will not save the programmatic ecosystem entirely, it can become a key staple in media plans.