Nano Interactive teamed up with The Drum to deliver a compelling whitepaper looking to the cookieless future, exploring both the challenges and the opportunities to be found in a new era of digital marketing.
When Google stops Chrome from accepting third-party cookies next year, only one browser in ten worldwide will be able to carry out the ad targeting we currently take for granted.
But as a new whitepaper from The Drum and Nano Interactive, The Future Of Online Targeting Beyond Identifiers, points out, the elimination of the third-party cookie is only part of the story. Consumers don’t care about the technologies used to track them, they just don’t want to be tracked. As IAB UK head of adtech Tina Lakhani says in the whitepaper: “Tracking used to be the default, and privacy was optional. We’re now moving towards a world where privacy is the default and tracking is optional.”
So is it possible to deliver the relevant, timely advertising consumers say they want – and that supports the free online content we’ve all grown used to – without the use of individual identifiers? Nano thinks it is. The company argues that modern contextual targeting, which uses live consumer signals such as search terms and AI-powered analysis of page content, including sentiment and semantic meaning, can deliver hyper targeted advertising while maintaining individuals’ privacy and anonymity.
Posted on: Thursday 14 October 2021
