In this session...
With the recent announcement from Google to maintain third-party cookies while giving users more control over tracking preferences, advertisers face new challenges to reach audiences. With limited cookie tracking, is contextual targeting the key to success in a privacy-first world? Don't miss this insightful session to learn how to navigate this complex landscape, and hear from industry leaders as they explore innovative targeting techniques leveraging AI.
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In July 2024, Google announced a significant shift in its plans, opting to maintain third-party cookies while giving users more control over their tracking preferences. This decision introduces new complexities and opportunities for advertisers navigating a landscape where users are increasingly limiting cookie tracking.
Contextual targeting is experiencing a resurgence as a key strategy, allowing advertisers to place ads in relevant environments that naturally align with the user’s content consumption, offering a privacy-friendly approach. Following Google’s announcement, many advertisers are likely to adopt a hybrid strategy that blends the precision of cookie-based behavioral targeting with the contextual relevance of content-driven ads. Enhanced by AI-driven insights, contextual targeting allows for real-time content and user behavior without relying on personal identifiers, delivering relevant ads in privacy-compliant ways.
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What You'll Learn from This Session...
- How Google's decision to maintain cookies will impact advertisers
- Best practices for targeting in a privacy-first world
- How AI is driving innovative targeting solutions
