Targeting Without Cookies: How to Reach Your Target Audience at the Right Moment [5 Reading Tips]

Once consumers have searched for a product online, it follows them on all devices and channels for the next few weeks. It is not uncommon for users to feel annoyed by this. Marketers who place ads on the right websites not only comply with the latest data protection regulations, but also reach potential customers in the right place.

Contextual targeting is the name of the solution, which does not rely on the personal data of website visitors, but on the content of the accessed website. This method paves the way to the right target audience – completely without cookies.

Targeting Without Cookies: Positive User Experience Thanks to the Right Context

In contrast to conventional ads, which rely on users’ search history, contextual targeting is based on their current interest. If a user is searching online for beautiful hiking routes, for example, it is worthwhile for outdoor clothing brands to place offers on corresponding websites. According to the Halo study conducted by IAS, ads in a contextually relevant environment are rated 74 per cent more positively than identical ads on websites with a different context.

Benefits of Contextual Targeting

Little to no losses due to non-selective advertising
Added-value content for users
More targeted approach
Increased flexibility through faster customisation options

Contextual Targeting: Challenges and Opportunities

The automatic placement of ads makes concepts such as brand safety and brand suitability indispensable. Brand safety prevents ads from being displayed on websites that are not consistent with the brand message. With brand suitability concepts, online marketing managers can define specific KPIs, certain topics and relevant keywords in advance so that they can determine in which contexts the campaigns will be run.

A big advantage is that contextual targeting respects the privacy of users, but this also means that the targeting options are considerably limited. Due to the contextual relevance, the product or service offered is suitable for the majority of website visitors. However, additional information is missing, which can lead to more specific product features not matching users’ individual preferences.

By combining this with other methods, e.g. behavioural targeting, which also works without personalised profiles, users can be presented with even more specific offers. Taking into account other cookie-free data, such as weather, day of time and device model, helps with the analysis as well. Depending on the weather forecast, outdoor clothing brands could, for example, recommend a waterproof trekking jacket or a visor cap.

Targeting Without Cookies: Download the »Data-Driven Marketing« White Paper for Free Now!

Even with limited access to data, data is the key to campaign success. Analysing, evaluating and optimising measures according to customer needs is the top priority.

Find out in our »Data-Driven Marketing« white paper what the cookie-free future looks like and how you can nonetheless make promising marketing decisions based on data. Fill out the form now and receive the white paper in your inbox for free!