Curated News from AdExchanger on May 27, 2020
First-party data can be leveraged for insights into existing customers and to identify patterns to find potential consumers. Contextual targeting can be far more subtle and actually lead to more interested potential prospects that find these ad strategies less direct and invasive.
With no cookies, there are also other areas of marketing that work hand in hand with programmatic that many advertisers tend to forget about but contribute to campaigns’ longevity and effectiveness. Brands seem to be showing an interest in improving other marketing areas such as SEO in the planning stages, which can amplify reach and pull traffic to a brand’s page long term. A well-rounded, robust campaign should see all channels work in tandem so that businesses can reap the rewards.