WALL BLOG – Despite the advances in targeting technology, many advertisers still rely upon cookies to track online users and deliver relevant advertising. However consumers are becoming increasingly aware of data privacy.
The latest Consumer Confidence Index by TRUSTe demonstrates that 92% of British internet users are concerned about online privacy, with 58% actively deleting cookies – a clear indication that the end is near for cookie targeting.
Technological developments such as cookie syncing and fingerprinting not only put users’ privacy at risk, but offer no guarantee that the data gathered will be sufficient to target consumers with relevant advertising.
In contrast, semantic targeting allows advertisers to accurately serve ads to consumers using a cookie-free approach. So why is semantic targeting the future-proof solution?
In a crowded marketplace, brand reputation is an essential differentiator. Contextual analysis – powered by semantic technology in combination with natural language processing – enables advertisers to produce appropriate and targeted campaigns, maintaining brand safety and boosting ROI.
By identifying the sentiment expressed on a web page – whether it is aimed at people, places or brands – advertisers can ensure campaigns appear away from negative or potentially damaging content, even if it is related to the brand or product. Traditional keyword targeting technology would not prevent this potentially adverse association, damaging the reputation of the brand and compromising the campaign.
It is not enough to simply rely upon post-campaign analysis – the damage of an inappropriate ad placement will already be felt. Advertisers need to ensure they have robust protection in place by executing real-time semantic contextual analysis beyond the obvious ‘no porn’ and ‘no alcohol’ measures.
Appearing in the right context can make a significant difference to brand interaction with users. In fact, a Yahoo/Innerscope Research study found that using contextually relevant ads created an engagement increase of 15%.
By understanding the precise context of an online environment, ad placements can be selected based on page content and bespoke parameters as dictated by the brand. As the content of the web page changes, so do the ads.
The power of making an emotional connection cannot be underestimated. Yahoo’s research also shows that when emotional and contextual targeting are combined, user engagement experiences a 40% lift. Building on deep analysis allows brands to capture the emotions elicited by content, keeping readers engaged while intelligently serving relevant ads.
By understanding the meaning associated with content, advertisers can improve overall customer engagement. Imagine a world in which advertisers can serve brand messages that mirror the emotions readers are feeling while they consume an emotive piece of content – a sure fire way to develop a deeper customer relationship.
Semantic audience profiling
Matching the right consumer to the right ad requires accurate information about individual interests. Analysing the content users consume online makes it possible to create detailed profiles that match specific user interests with carefully chosen ads.
This high-quality, first-party data is extremely valuable giving publishers the opportunity to boost ad inventory monetisation, and providing advertisers with the ability to optimise their media spend.
Combining semantic technology with natural language processing is the obvious option for advertisers in search of a powerful, precise, and secure alternative to cookie targeting. By analysing the overall context and semantic meaning of an environment, advertisers can optimise ad placements without invading consumer privacy.
This future-proof targeting solution provides advertisers with true context, connections with users’ interests and emotions, and the security of brand safety.
From Wall Blog