Contexual advertising has been predicted to rise once third-party cookies disappear but incoming Reprise CEO Maria Grivas says there are other options the industry should be looking at more closely.
Speaking at AdNews’ 2022: Life After Cookies event, Grivas was joined by industry experts to discuss what the deprecation of third-party cookies next year means for identifying and targeting consumers.
Grivas says while contextual targeting has received a lot of attention, alternatives, such as working with publishers for first-party data, are being overlooked.
“It’s [contextual advertising] obviously effective but there’s a different motivation behind addressability in comparison to contextual,” Grivas said.
“It’s a tool of many that we utilise in or marketing pursuits, so it’s hard to compare them as replacement options. We need to think about what we have available to us and what's going to continue to deliver efficacy and of course that would be one.
“Something we're maybe not talking about as much is more the one-to-one relationship with publishers and really accessing their first-party data to bring addressability forward in a closed ecosystem. That obviously comes with its challenges as well, such as fragmentation, extra resource required, premiums on pricing, and ultimatly what that comes down to in the economics of how we bring forward effectiveness."
Also speaking on the panel, Mindshare head of adtech and audience Charlotte Banister suggests brands that have limited resources look at making updates to their marketing models, rather than completely transforming them.
“We’re in a really tricky spot with clients that potentially don’t have the resources in place at the moment,” Banister said.
“We’re working through that on a case-by-case basis with all our clients. And then when we get into future proofing we start to look at where are the gaps and potental risks are for our clients and asses what solutions we can start to add on for them.
“I don’t think now’s the time to make huge investments into new big technology stacks. I feel, and what my team is saying and what we're saying to clients is we have a lot of the tools but not the house and that’s because we don't really know what the outside conditions are going to be.”
AdNews would like to thank our supporting partners: Foxcatcher, Foxtel Media, Integral Ad Science, LiSTNR and The Trade Desk and associate partner Captify.
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