Reaching Buyers Without Cookies
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Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
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Reaching Buyers Without Cookies
- 1. REACH BUYERS WITHOUT COOKIES Mark Jones Head of Sales, Perform Media
- 4. PERFORMMEDIA.COM CHANGE CAN AND MOST OFTEN WILL LEAD TO NEW HABITS AND BEHAVIORS 4
- 5. PERFORMMEDIA.COM Google redacts DC User IDs MOVING TOWARDS PRIVACY Digital is moving towards a privacy-first advertising landscape GDPR goes into effect Safari ITP 2.0 announced Firefox starts Enhanced Tracking Protection California Consumer Privacy Act CCPA passes FTC Fines Facebook CCPA goes into effect Safari Location Data cutbacks Chrome announces cookies will go away by 2022 June 2018 Jan 2020 Jan 2020 May 2018 April 2018 June 2018 Aug 2018 June 2020 June 2019
- 6. PERFORMMEDIA.COM KEY MARKETING ACTIVITIES WILL BE IMPACTED 3P COOKIES ARE GOING AWAY Supply Scaling Users can’t be found on sites with a different domain category from your ad Retargeting Previous site visitors become unreachable Conversion Tracking Reduced measurement and attribution functionality User Identification & History Inability to identify and store history on individual users Frequency Capping Risk showing ads to the same user multiple times
- 7. PERFORMMEDIA.COM CONTENT EXAMPLES Relevant: Ads matching the content of interest to the user at the right time Privacy Compliant & Brand Safe: User data is not required and our Algorithm determines the category and sensitivity of the site content. Scalable: +600K publishers in our marketplace across autos, health, finance, insurance and lifestyle UPPER FUNNEL LOWER FUNNEL MID FUNNEL Benefits of Contextual Advertising
- 8. PERFORMMEDIA.COM MOST MARKETERS STILL RELY ON THIRD PARTY COOKIES 80% of marketers moderately to very reliant on third-party cookies 80% 20% of marketers are very confident their vendors will come up with viable solutions to address the change SOURCE: EPSILON’S RIP THIRD-PARTY COOKIES: ARE MARKETERS READY? 20%
- 9. Yesterday's Contextual Advertising Article Title URL Domain Keyword Article Title URL Domain Keyword Breadcrumbs Publisher Ad Copy Adv Category Adv page context Adv Domain metadata Campaign Type Ad Copy Ad History Content Discovery Associated Topics URL Discovery Brand Safety Topics IAB 2.0 Category Perform’s Contextual Segments Contextual Advertising has become far more sophisticated
- 10. These signals are fed into a complex Machine Learning based feedback loop enhancing the efficiency of all search ads Our systems use intricate signals from the Publisher’s Pages Enhanced Publisher Signals 1 Article Title & Breadcrumbs Domain Categories & Subcategories Keyword & Keyword Sentiment in Articles Page URL & Referring URL Domain Metadata 2 3 4 5
- 11. 1 We also use signals from advertisers Enhanced Advertiser Signals 3 1 Ad Copy Advertiser Category & Subcategory Advertiser Page Content Advertiser Domain Metadata Campaign Type 2 3 4 5 Historical Ad Performance 6
- 12. PERFORMMEDIA.COM Contextual Advertising is More Granular
- 13. Contextual Advertising is Customizable
- 14. Contextual Advertising is Customizable 7 Million Tops to chose from
- 15. Contextual Advertising is Customizable
- 16. Contextual Advertising is Customizable
- 17. RESULTS Autos Lead Generation 5,000 Leads Per Month +10% Buy Rate BACKGROUND A leading Autos maker used Perform Media high intent contextual targeting to boost dealer automobile sales. GOAL Deliver 5,000 leads per month across targeted make/models with a 7% buy rate. SOLUTION The Perform Media account team leverage both search and native ad formats to generate dealer leads nationwide. They targeted users on pages with high intent like trade in and vehicle shopping pages to boost conversion rate and help deliver strong lead quality.
- 18. THANK YOU advertisers@performmedia.com | www.performmedia.com