Ladi Fagbola, PhD’s Post

Cookieless future is just around the corner! 🍪🚫 As privacy concerns rise and cookies face a swift decline, a new era of contextual advertising emerges. Prioritizing user privacy, this approach delivers relevant ads based on content context. Read more about the decline of cookies and the rise of contextual signals in ad targeting in this insightful article, written by Adi Pinco, our Programmatic Demand Manager. Discover how innovative solutions like CarambolaAI Social units are leading the way in this cookieless revolution, ensuring effective advertising while respecting user privacy. https://lnkd.in/dXRQiGm9 #DigitalAdvertising #CookielessFuture #ContextualAdvertising #PrivacyFirst #CarambolaAI

Today and tomorrow mark #AmazonPrimeDays which are a huge deal if you're looking for some deals. What happens when you pair Artificial Intelligence with Amazon's ad targeting? Recently, Amazon unveiled an ad-targeting solution called Ad Relevance and the goal is to not rely on cookies or third-party identifiers. The way Ad Relevance does this is by analyzing browsing, purchasing and streaming data points across Amazon properties. What are your thoughts on AI, a growing and intimidating intelligence, and Amazon, one of the largest tech companies, going hand-in-hand? Read more below:

Amazon unveils cookieless ad-targeting solution Ad Relevance uses AI to analyze billions of browsing, shopping and streaming signals from across Amazon’s properties and Amazon is in full swing to make it the most out it's most earning hand. 1. Amazon unveiled an ad-targeting solution called Ad Relevance that does not rely on cookies or other third-party identifier 2. Ad Relevance, which is available via Amazon’s demand-side platform, uses artificial intelligence (AI) to analyze billions of browsing, purchasing and streaming data points from across Amazon properties. 3. Years in development, Ad Relevance has already been tested on Amazon’s Audiences, Contextual Targeting and Performance+ offerings. Amazon boasted the product can improve addressability among previously anonymous impressions for advertisers, as well as lower CPMs by as much as 34% Checkout the detailed article on Marketing Dive: https://lnkd.in/dp6byBGb

Amazon announced the launch of their new cookie-less ad targeting solution earlier this week at the Cannes Lions Festival, in anticipation of Googles phase out of third party data. So what does this mean for advertisers? The new solution “ad relevance” will provide advertisers with more relevant and effective advertising methods without the need for third-party cookie data. Instead this solution will rely on “contextual” first party data, to improve targeting on the UK Publishers sites. The tool uses AI to analyse data points from the amazon ecosystem including browsing, purchasing and streaming activities and matches those insights against what content a consumer is viewing in real time. Amazon has been testing this tool for over a year on Amazon’s audiences, contextual targeting and performance+ offerings. The initial results have indicated that advertisers can achieve the following: 🎯 Extended addressability for up to 65% of previously anonymous impressions under different targeting tactics 🎯Reduce CMPs by up to 34% 🎯An 8.8% improvement in CPC Amazon DSP Products Director, Brian Tomasette, said:  “The future of addressability and advertising technology will benefit customers, advertisers and publishers if done right, and we are continually exploring and inventing to navigate this interesting challenge. While we have made significant advancements, we are nowhere near finished. Amazon Ads will continue to be a centre of innovation in the advertising industry as we strive to create meaningful connections between customers and brands around the world.” #performancemarketing #thirdpartydata #firstpartydata

🚨 Amazon Drops a Bombshell at Cannes - With Cookieless Ad Targeting As third-party cookies become less prevalent, Amazon's new approach promises to preserve ad targeting precision while resolving growing privacy concerns. Amazon's new Ad Relevance solution uses advanced AI to evaluate billions of browsing, purchasing, and streaming data points across all Amazon properties. By combining these insights with real-time content viewing data, advertisers may achieve exact ad targeting without using cookies or third-party identifiers. 📈 Early results show Ad Relevance can extend addressability on up to 65% of previously anonymous impressions, improving CPMs by as much as 34% and boosting cost-per-click performance by 8.8%. The timeline for cookie deprecation is still uncertain, with Google delaying its phasing out of cookies until 2025. 🤓 To adapt to a cookieless world, we digital marketers must make a deliberate shift toward first-party collection and contextual advertising. These strategies not only comply with privacy requirements but also improve the overall campaign's success. Steps to get started: - Leverage First-Party Data: Collect and use data from direct user interactions for accurate insights. - Adopt Contextual Advertising: Ensure ad relevance by focusing on content context without invasive tracking. - Build Trust: Be transparent about data practices to foster trust and engagement. Amazon's Ad Relevance and other tools are helping to accelerate cookie depreciation. With the possible exception of the Cookie Monster, who may need a hug, it's time to bid cookies farewell.🍪 #DigitalMarketing #CookielessFuture #AmazonAds #PrivacyFirst #AdTech #MarketingStrategy #CannesLions2024 Cannes Lions International Festival of Creativity Amazon Ads

Brian Tomasette's explanation at the Cannes Lions Festival highlighted the distinction between traditional contextual targeting and "multidimensional cohort targeting". Contextual targeting relies on the context of a page or user's current activity to serve ads relevant to that content. In contrast, multidimensional cohort targeting utilizes machine learning to analyze broader behavior patterns across various platforms, allowing for the delivery of personalized ads based on aggregated data from similar user groups, without needing specific individual identifiers. This approach offers a more nuanced and potentially more effective method of ad targeting. https://lnkd.in/gCbqwy_e

Excited to share our latest blog post discussing the collaboration between Oracle Contextual Intelligence and Buddy Decarbonise (Big Ads) for cookieless targeting solutions. Learn how this partnership is driving innovation in digital advertising and ensuring privacy compliance. Follow TechNews Pub for more updates! Visit us - https://lnkd.in/dWDGGmrE #Oracle #BuddyDecarbonise #CookielessTargeting #DigitalAdvertising #privacycompliance

Over the last decade, the Search Engine Marketing (SEM) industry has undergone significant changes: Mobile Focus: A shift towards mobile-friendly strategies due to the surge in mobile device usage. Automation Integration: Increased use of machine learning and automation tools in bidding, ad creation, and audience targeting. Diverse Ad Formats: Introduction of new ad formats and extensions for more engaging and informative advertisements. Local Search Optimization: Growing emphasis on optimizing online presence for local searches, particularly through tools like Google My Business. Video Advertising Growth: Substantial growth in video advertising, with platforms like YouTube becoming major advertising channels. Voice Search Impact: Adjustments in SEM strategies to accommodate the rise of voice-activated devices and changes in search behavior. Privacy Concerns: Heightened awareness of privacy concerns leading to changes in tracking and targeting practices, influenced by regulations like GDPR. Integration of Social Media and Search: Increased integration of social media advertising with search campaigns for a more cohesive online presence. Structured Data Importance: Growing significance of structured data and schema markup to enhance search result visibility. New Platforms: Emergence of new advertising platforms, such as Amazon Advertising, providing additional opportunities for advertisers.

Google's Privacy Sandbox hit a milestone last week as it reached general availability. Privacy Sandbox is basically a solution to when third party cookies phase out. Now it is a milestone for consumers, the extremely privacy conscious consumers of today's era. But what about the advertisers? The bond between advertisers and third party cookies has been sort of unbreakable, and why not? The precision in targeting, the seamless user journey mapping all of it happened using 3PC. However, Privacy Sandbox APIs have their own ways to help advertisers too. Preetham Venkky and Abhinay Bhasin share how advertisers can leverage Privacy Sandbox APIs, and yet not miss their bond with 3PC ;) Read on to know more! #google #privacy #cookieless #data #digital

MarTech just dropped a hot take on ad relevance in Amazon's walled garden. Kim Davis dives into how Amazon uses purchase history and data to target users, and what it means for your B2B and B2C marketing strategies. Click to read and discover: --How Amazon's targeting tactics are evolving --Whether it's time to rethink your ad strategy on Amazon --Tips to navigate the new landscape and reach your target audience Read the full article here: https://lnkd.in/ectMdKQH #marketingoperations #B2Bmarketing #MarTech #AmazonAds