There are big changes within the Ad Tech industry. As big expectations around data management platforms ( DMPs ) did not match reality; Toni Chumillas, Head of Programmatic B2B at AccountBase, wonders how B2B companies can embrace the monumental shift which makes cookie-less targeting look so yesterday.
The backdrop to all the changes is not only GDPR, with all its implications about privacy, but the fact that a number of the main browsers are now giving cookies the cold shoulder. So, the big question occupying everyone’s minds, is how Programmatic B2B can be used successfully, without personal data use.
A point worth making initially that it’s not just consumers worried about how their data is being used, but also the industry as well. There is that nagging feeling, within the professional community, that the cookie-system is way past its sell-buy date, mainly because it relies on the historical behaviour of the consumer. Much of Programmatic 1.0 was about connecting inventory to cookie sets so, it’s obvious to many that change is a long time coming.
All this means of course is that the idea of targeting without personal data has to become the new normal.
The solution is to be found in IP targeting combined with real-time content targeting, which means that intelligent programmatic can be used which totally respects the user’s privacy.
Which is where contextual targeting comes in and the key point with this approach is that it allows B2B companies to gain greater insights. They have the chance to not only witness the live content consumption of their audience, but also able to react to what they are seeing.
“getting your value proposition in front of the target accounts in the right context at the right time is the real objective” Toni Chumillas, Head of Programmatic B2B, AccountBase
The effect of being able to exploit content being seen by the B2B companies at the same time as the ad is loaded, instead of information which is gleaned from a consumer’s browsing history, means that the consumer does not have to be profiled. Which in short means that the use of dynamic data in this way, is just as effective as targeting based on cookies.
For some digital marketing teams however, because contextual targeting is all about page information and not about people, the worry is that they are firing their resources into a thick fog. But, it must be borne in mind, that getting your value proposition in front of the target accounts in the right context at the right time is the real objective.
More about a cookie-less digital future below