Post by account_disabled on Feb 18, 2024 22:27:57 GMT -7
It is clear that it seems to be the year of the cookieless .
Without going into the fact that, yes, we have invented a new word, which we advertising people love, it seems that this year cookies will definitely disappear from our advertising lives. and?
We have always liked to set ourselves challenges, not make it easy, and above all, know how to get ahead in the face of any novelty, trend or unforeseen event. We are not going to mention the pandemic, inclement weather or various misfortunes that we have experienced in recent years.
That said, the disappearance of cookies is something Telegram Number Data that has been threatening for a long time and it seems that it is time. Well, here we are, we will face what is necessary and we will reinvent the way in which we solve whatever arises.
And why not start by giving context. The meaning of context is the set of circumstances that surround a situation and without which it cannot be correctly understood or reached to its adequate interpretation. I believe that the search for context to the different situations that surround us today should be essential.
At an advertising level, perhaps it would have been the most logical thing for digital advertising to have started here. That we make an impact by placing the ad in an environment related to what we are communicating, a priori sounds good. I think we have reached a point where, in many cases, but not all, we waste a lot of efficient impacts. I think that an impact can be much more efficient in an environment, context, suitable for communication and not just navigation.
But we are blinded by big trends, results, numbers and the desire to measure. I think we must give importance to the positive sensations that we can generate in users and draw their attention.
There are several measurement studies on contextual advertising, but if we focus on the one developed by Seedtag with Lumen, where they measure attention performance or viewing time and we can clearly see that contextual advertising wins:
Privacy . Users increasingly demand greater transparency regarding the use of data.
Impartiality . It is an opportunity to end the tendency of favoring only the greatest.
Interaction . If we manage to draw positive attention in a navigation-friendly environment, there are more chances of achieving interaction.
Without going into the fact that, yes, we have invented a new word, which we advertising people love, it seems that this year cookies will definitely disappear from our advertising lives. and?
We have always liked to set ourselves challenges, not make it easy, and above all, know how to get ahead in the face of any novelty, trend or unforeseen event. We are not going to mention the pandemic, inclement weather or various misfortunes that we have experienced in recent years.
That said, the disappearance of cookies is something Telegram Number Data that has been threatening for a long time and it seems that it is time. Well, here we are, we will face what is necessary and we will reinvent the way in which we solve whatever arises.
And why not start by giving context. The meaning of context is the set of circumstances that surround a situation and without which it cannot be correctly understood or reached to its adequate interpretation. I believe that the search for context to the different situations that surround us today should be essential.
At an advertising level, perhaps it would have been the most logical thing for digital advertising to have started here. That we make an impact by placing the ad in an environment related to what we are communicating, a priori sounds good. I think we have reached a point where, in many cases, but not all, we waste a lot of efficient impacts. I think that an impact can be much more efficient in an environment, context, suitable for communication and not just navigation.
But we are blinded by big trends, results, numbers and the desire to measure. I think we must give importance to the positive sensations that we can generate in users and draw their attention.
There are several measurement studies on contextual advertising, but if we focus on the one developed by Seedtag with Lumen, where they measure attention performance or viewing time and we can clearly see that contextual advertising wins:
Privacy . Users increasingly demand greater transparency regarding the use of data.
Impartiality . It is an opportunity to end the tendency of favoring only the greatest.
Interaction . If we manage to draw positive attention in a navigation-friendly environment, there are more chances of achieving interaction.