Google Shelves its Plans to Remove Third-Party Cookies | Experts Speak
After years of investing in the plan to deprecate its third-party cookies from Google’s Chrome browser, Google has now abandoned its turbulent efforts. The decision comes after multiple delays, setbacks, and pushbacks from industry regulators and stakeholders since 2020. Although the decision comes as a blessing in disguise for advertisers, the decision indicates how dependent businesses are on advertising income. As such, the concern surrounding user privacy, ad targeting and tracking tools still looms.
Google however, has come up with a solution to replace it with a new experience that will allow users to make informed decisions about their web browsing habits. Google has been preparing for the prospect of a cookie-less future, a large number of advertisers have been ill-prepared to accept the substantial adjustment, even after several delays and pushback on its deadlines. However, now this decision seems to have put the idea of a cookie-less future on an indefinite hiatus.
Google had been on the path to jump the bandwagon, since competitors Mozilla Firefox and Apple’s Safari browsers had already banned third-party cookies. But, considering Google’s dominant position in the digital advertising market, this process has not been an easy feat for the tech giant. Adtech Today reach out to a industry experts, to understand their views on Google’s sudden decision to shelve the third-party cookie deprecation. While some did not find the decision to be very shocking, they were quick to accept it and implement ahead with the same.
Resonating with this thought, Chris Higgins, Vice President & Head of Growth Marketing, Clevertap said,
“While the announcement is being called ‘shocking’, it’s not that much of a surprise. Google has already delayed the phase out 3 times since 2020. Despite the time that has gone by, there is no finalised replacement, and Google is facing anti-trust concens in the UK over the move. At this stage, it makes sense to stop postponing the dates and drop it for now. Google can always circle back in the future to try again, without the pressure of sliding deadlines.”
Yogin Vora, Digital Consultant, readily accepted Google’s decision to not go ahead with its plans of removing the cookies. He said,
“It’s a good move by Google, as large ecosystem of advertisers and other partners are depending on this cookies. They had to change entire ecosystem of digital for advertisers, publishers & regulatory bodies, which was a tedious task. The next change will be given in hands of consumers/users to opt in for their choice of needs & wants across web browsing. Consumer will be king again!
In last 4 years it was good awareness for brand/marketers on Martech and developing their own first party data internally. Post this cancellation it will be BAU for all. “
Vinay Tamboli, CEO – Data & Insights, LS Digital, said,
“It is possible that Google may revisit and reintroduce the idea of removing third-party cookies in the future. The digital advertising landscape is constantly evolving, and regulatory pressures, technological advancements, and changing user expectations will continue to shape Google’s strategies. LS Digital is committed to remaining flexible and proactive, ensuring our clients are well-prepared for any future changes by continuously monitoring industry trends and developments.”
Kapil Sharma, Lead of Restaurant Audit, Americana Restaurants explained the decision stating,
“There are few reason why Google announced today that they would not depreciate 3P cookies in Chrome:
1) Advt industry has been lobbying against getting rid of 3P cookies as it would severely dent their business model (see Apple and FB)
2) It’s really complex to develop an alternate system which respects user privacy and works best for business
However it would be interesting to see how Google plays a balancing act on this as while it’s important to respect user privacy but in the same breath not to make the web an “unviable platform for business”.
Tejas Chaudhari, Lead, Performance Marketing – Digital Commerce, Unilever echoed advertiser sentiments.
“For the past few years, a lot has been written on this and the continued delay in deprecation echoed the sentiments of advertisers. There is a general lack of clarity of how cookieless advertising will be tackled. While a lot of solutions were tabled, advertisers were not confident on their efficacy in practical scenarios. That said, a need to move to digital privacy cannot be overlooked. All it needs a better and acceptable solution for marketers.”
Read More: Union Budget 2024 | Impact on Digital Advertising and What to Expect?
IAB Europe Releases First Attitudes to Retail Media Report Revealing Key Trends & Growth Areas in Europe
IAB Europe, the leading European-level industry association for the digital advertising industry, has today (July 23rd, 2024) released the first Pan-European Attitudes to Retail Media Report for 2024, offering a fully comprehensive overview of the current status and future trends driving Retail Media in Europe as determined by the buyers and sellers in Retail Media advertising.
Key findings reveal that half of buyers are already partnering with Retail Media Networks and are shifting budgets from other marketing channels to fuel Retail Media investment.
The survey developed by IAB Europe’s Retail Media Committee received over 160 respondents from advertisers, agencies, and Retail Media networks in 31 markets. The majority of respondents (80%+) manage annual advertising budgets of €1m (£842k) or above and are investing more than 41% in digital advertising. Many of the respondents were either heads of Retail Media or media directors.
Commenting on the findings from the report, Marie-Clare Puffett, IAB Europe’s industry development & insights director said, “The report reveals that Retail Media is enhancing media planning by leveraging data insights and reaching consumers at their point of purchase. It also highlights the importance of addressing barriers, such as the need for industry collaboration to establish standards. This collaboration is crucial for fostering the growth and professionalisation of Retail Media and IAB Europe plays a vital role in uniting the industry and setting standards for the European market.”
Read more: IAB Europe Releases First Edition of Pan-European Retailer Digital Advertising Capability Map
Key Findings from the Report:
Retail Media adoption is still nascent: The report highlights that while Retail Media is a widely discussed topic, its adoption is still in the early stages. Only 50% of buyers have partnered with a retailer or Retail Media Network for more than one year.
Spend diverted from other marketing budgets: Half of buyers are reallocating funds from other marketing channels to Retail Media, particularly from linear TV and performance marketing budgets.
On-site opportunities dominate investment: Currently, most Retail Media investments focus on on-site opportunities, indicating potential growth in off-site and in-store advertising in the coming year.
Data access and point of sale reach drive investment: Nearly 90% of buyers are motivated by the access to retailer first-party data, and three-quarters of buyers are drawn by the opportunity to reach consumers at the point of sale.
Fragmentation and lack of standards hinder investment: Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Retailers also face challenges with operational elements and technological requirements.
Measurement options and audience reach are key Retail Media Network evaluation criteria: Around 75% of buyers consider measurement options and audience reach crucial when evaluating Retail Media Networks (RMNs) within the same category.
Jason Wescott, chair of IAB Europe’s Retail Media Committee and global head of commerce solutions at GroupM said:
“Market Intelligence is one of the foundational pillars of our Retail Media Committee work plan. Amidst the burgeoning interest in Retail Media, it is imperative we deliver a consistent and authoritative source of truth regarding the European market landscape. Our previous surveys have yielded invaluable insights, guiding critical committee decisions on project prioritisation, exemplified by the publication of our Retail Media Measurement Standards in April. I am delighted to support the release of our inaugural ‘Attitudes to Retail Media’ report, which will unveil pivotal trends and growth opportunities across Europe. I am confident these findings will furnish our committee and members with indispensable strategic insights.”
Developing standards for Retail Media Advertising in Europe is a key focus for IAB Europe’s Retail Media Committee. This multi-stakeholder group brings together retailers alongside leading Retail Media Businesses in Europe to advance and shape the future of this exciting digital advertising space. It has already produced valuable resources including pan-European definitions, the first-ever industry association-led Retailer Digital Advertising Capability Map, and a Retail Media Glossary. You can find these resources and more on IAB Europe’s Retail Media Hub here.
The full report can be downloaded from IAB Europe’s website here
Read more: IAB Tech Lab Launches Working Group to Update India’s DPDPA 2023
Digital Media Executive, Kerel Cooper, Joins GumGum as Chief Marketing Officer
GumGum, the leading contextual-first, global digital advertising platform, is excited to announce the appointment of Kerel Cooper as its new chief marketing officer (CMO).
Phil Schraeder, CEO of GumGum said,
“We’re absolutely thrilled to welcome Kerel as our new CMO,”
Further added,
“This is a game-changing moment for us at such a transformational time at GumGum. Kerel’s unparalleled expertise in ad tech is exactly what we need to skyrocket our growth. With his leadership, we’re set to revolutionise our mindset-first approach and turbocharge our ability to help our clients reach and support all audiences.”
Kerel Cooper joins GumGum from Group Black, where he served as president of advertising, driving the advancement of Black-owned media. Before Group Black, Cooper was CMO at LiveIntent, where he ascended through the ranks over seven years from VP of platform development. His extensive experience in the industry also includes his role as an adjunct professor at Kean University, where he teaches sports marketing and digital marketing strategies to undergraduate and graduate students. Additionally, Cooper co-founded the Minority Report Podcast.
As CMO, Cooper will be responsible for leading GumGum’s global marketing strategy, fostering brand and agency adoption of GumGum’s innovative advertising solutions, and driving overall growth. His expertise in ad tech will be crucial in navigating the challenges and opportunities in the digital advertising landscape.
Cooper said,
“I’m excited to join GumGum and lead the marketing efforts for a company at the forefront of contextual intelligence and innovation in advertising. GumGum’s unique approach aligns with my vision of creating meaningful and impactful connections for all audiences, everywhere. I look forward to contributing to the company’s continued success and growth while expanding global awareness of mindset-first advertising,”
Read more: GumGum Announces Playground xyz’s Media Portfolio Integration
Union Budget 2024 | Impact on Digital Advertising and What to Expect?
Finance Minister Nirmala Sitharaman is all set to present the Union Budget 2024, tomorrow, July 23, 2024. The entire marketing and advertising community is keeping a close eye on this much-awaited event, eager to witness what changes it can bring about to rejuvenate the advertising industry and its implications.
Industry experts are optimistic that the Union Budget 2024 would bring clarity and promote new data privacy laws, encourage growth in the media technology and content creation landscape, provide regulations for the retail media landscape, and alter taxes on digital advertising. They also shared that, they feel enhancing digital infrastructure, supporting SMEs and AdTech Startups, increasing funding for digital marketing activities, and rules for emerging technologies like AI would be the main areas of potential changes and improvements.
Adtech Today reached out to a few industry experts to find out their expectations from the upcoming Union Budget 2024; here’s what they said-
Prashanth Kumar, Chief Digital Officer, Infectious Advertising said,
“One expectation is the reduction of GST on digital advertising from 18 to 5% – in line with Print. Another is the introduction of new data privacy regulations which could impact how digital advertisements are targeted and delivered. This is especially required, now that the online world is on the threshold of going cookie-less.”
On his expectation from the upcoming budget, Harshil Karia, Founder & Managing Director, Schbang said,
“In response to the upcoming Union Budget, we hope for investments in corporate parks and zones designed for digital experts in Tier-2 and Tier-3 markets. This will enable digital agencies to serve the growing needs of local advertisers at reasonable rates and foster a robust talent ecosystem in these regions.”
Maulik Tolia, Managing Director, Bodhitree Multimedia Limited believed that the budget would bring in measures to boost global competitiveness.
”Our expectations would be to increase the subsidies on international productions to attract more business. Special tax SOPs to be given to the VFX and Animation industry on their international work orders. We expect the establishment of a dedicated fund by the government to boost content creation and the media technology space, with a special focus on investing in AI and content creation keeping the international markets as the target.”
Tapan Surana, VP – Management Office, Team Pumpkin said,
“We strongly advocate for a dedicated section addressing both digital advertising and promoting digitization in tier 1 and tier 2 cities. This would create a powerful push towards digital adoption by traditional businesses. Additionally, a rationalization of taxes on digital advertising services would be a game-changer. It would free up resources for innovation and help the whole sector flourish. We’re also hopeful for initiatives that support the development of a skilled digital advertising workforce and maybe even recognize the amazing work startups and small businesses are doing in the digital marketing space. By investing in these areas, this budget could really unlock the immense potential of digital advertising and propel India’s digital economy forward.”
Russhabh R Thakkar, Founder and CEO, Frodoh World added that they expect increased allocations for rural broadband and 5G rollout, which could expand their addressable market.
”We are anticipating a boost for digital advertising, given the government’s push for a digital economy. We expect increased allocations for rural broadband and 5G rollout, which could expand our addressable market. Compared to last few months, we might see more support for local content creation and AdTech startups. The upcoming Union Budget may introduce policies that indirectly bolster India’s retail media landscape. We could see funding allocations aimed at strengthening digital infrastructure and data security, which are crucial for the growth of e-commerce platforms and their advertising capabilities. The budget might also address regulations around data usage and privacy, potentially shaping how retail media networks operate and monetize their first-party data. Beyond just digital, we anticipate targeted measures to boost the entire media ecosystem. A key area to watch is any announcement on regulating emerging technologies like AI in advertising. This could have far-reaching implications for personalization and ad fraud prevention. Lastly, given the global economic headwinds, the budget might include measures to attract more foreign investment in our AdTech sector, potentially accelerating innovation and growth.”
Read More: Apple TV+ Grabs the US Market’s Attention with a +1% Increase in Shares | Report
Navigating Ad Tech: Equativ’s Jacqueline Chua’s Strategic Insights
In this exclusive interview, Jacqueline Chua, Senior Publisher Partnership Manager at Equativ, shares her journey through the ad tech industry. Starting from her foundational experiences at Xaxis and Teads to her current role, she offers insights into publisher growth, leveraging technology, and navigating the programmatic advertising landscape.
Expect to learn about her strategic approach, the impact of recent mergers, and her vision for the future of ad tech. This conversation promises to be a valuable exploration of innovation and growth in digital advertising.
1. Can you share your professional experience and some key learnings over the course of your journey that shaped your current professional outlook?
I started my journey in the ad tech industry in 2016, working with publishers at Xaxis. This initial experience provided me with a solid foundation in understanding publisher needs. Following my time at Xaxis, I moved to Teads, where I took on a role in publisher technical operations. This position allowed me to delve deeper into the technical aspects of ad tech, enhancing my skills in managing publishers and optimizing their performance.
The technical and operational knowledge I gained during my time at Teads gave me a different perspective on publisher growth. I learned how to leverage technology to enhance operational efficiency and drive revenue. This technical expertise, combined with my experience in business strategy, allowed me to develop a more holistic view of the industry.
In 2019, I joined the Equativ APAC team, where I took on a regional supply role supporting the growth of APAC and MENA publisher portfolios.
This dual perspective enables me to develop and implement strategies that not only address immediate business needs but also foster long-term growth. My goal is to help publishers and advertisers achieve their full potential within the dynamic landscape of programmatic.
2. Equativ was selected as a part of the 2024 class of French Tech’s Next 40 program, and recently merged with Sharethrough. What is the next outlook for Equativ?
We are thrilled to be part of the 2024 class of French Tech’s Next 40 program. This recognition highlights our impressive growth (+15% year on year achieving €100 million in net recurring revenues) and the effectiveness of our mission to provide an independent alternative to major players like GAFAM in the digital advertising space.
The next outlook for Equativ is also leveraging the recent merger with Sharethrough to consolidate our position as a leading independent ad tech platform. We aim to expand our global footprint, enhance technological capabilities in programmatic advertising, particularly in video and CTV, and continue driving innovation in sustainable and privacy-first solutions. We seek to capitalize on synergies, maintain growth momentum, and deliver superior value to advertisers, media owners, and technology partners worldwide.
Overall, we envision sustained growth, broader market reach, and stronger global influence as we continue to promote French tech excellence and provide valuable solutions to our clients worldwide.
3. What are your thoughts on the future of digital advertising and the evolution of the publisher economy in this dynamic landscape?
Issues like ad fraud and lack of clarity in supply chains have driven advertisers and publishers alike to prioritize transparency. Supply Path Optimization (SPO) has emerged as a critical strategy to streamline the path from advertiser to publisher, ensuring efficiency and reducing costs.
Advertisers’ budgets are increasingly diversified across these new formats, impacting traditional web display publishers. To secure and retain budgets, traditional publishers should innovate and diversify their offerings. This may involve exploring new ad formats, enhancing user experiences, and adopting technologies that improve targeting and engagement.
Sustainability in Advertising – Going Green in the Digital Age
I am grateful for having been able to be a part of the rapidly evolving digital space and past two decades have been learning and unlearning being part of ‘next’ (not only best) practices.
In this journey, there is one thing that I observe is a theme that is increasing the depth of our purpose in advertising and marketing – Sustainability. Although the thought is not new and quite a few brands globally have embedded this at the core of what they do. I’d say that this is more of a mindset, and it starts from within. For instance, the first thing we as brand custodians must do is not think that on Earth Day, we will make noise and then roll out one campaign with sustainability theme through the year. Sustainability needs to be taken out of Annual Operating Plans and put as a non-negotiable in efforts. Else a thing like reduction of carbon footprint is a herculean task.
Having the term sustainability as a suffix or a pre-fix to advertising will only make sense if that is consistent with the values of the brand manifesting into measurable action and not only hygiene. What seems promising is the growing relevance of sustainability at the core of purpose and narratives.
Integrating sustainability into marketing practices comes with several imperatives that go beyond ethical considerations. Sharing some thoughts from what I have been reading, some examples imperatives for including sustainability in marketing and advertising. This not being limited to only the purpose but the translating the purpose into action.
Be it automotive, fashion, cosmetics, food& beverage, yes I observe that quite a few companies globally, are trying to increase their brand sustainability by promising to reduce their carbon footprints and by now we all would agree that it definitely affects consumer behaviours if consistency is maintained in narratives.
Beyond consumer perception, sustainability has emerged as a tangible competitive advantage. In a report few year back, I read about. A notable example is Unilever’s commitment to sustainable living brands. According to that Unilever had mentioned, these brands grew 46% faster than the rest of the business and accounted for 70% of overall growth.
Another instance is Levi’s, I observed, this brand cares about sustainability. In 2021, the brand published its sustainability report and highlighted what it has been doing to cause less harm to the planet. I found this report interesting https://www.levistrauss.com/sustainability/report/
Taking into consideration the current landscape, sharing my observations on some key points for the near future as well.
Consumer Demand for Transparency
Consumers today are more informed and conscious about their environmental footprint. They demand transparency and authenticity from brands, expecting them to not only preach but also practice sustainability. A 2023 survey by Nielsen found that 73% of global consumers would definitely or probably change their consumption habits to reduce their environmental impact.
Regulatory Pressures
Governments worldwide are implementing stricter regulations on advertising practices, focusing on reducing environmental impacts. The European Union’s Green Deal, for example, emphasizes the importance of sustainability in all business operations, including advertising.
Technological Innovations
Technological advancements are enabling more sustainable advertising practices. Digital platforms and AI-driven analytics allow for more targeted and efficient campaigns, reducing waste associated with traditional mass advertising methods.
Some Key Points for the Future keeping global perspective in mind–
Integration of Circular Economy Principles
Advertisers must embrace the principles of the circular economy, which focuses on designing out waste and keeping products and materials in use. This approach not only resonates with environmentally conscious consumers but also aligns with emerging regulatory frameworks.
Ethical and Inclusive Advertising
Future advertising will need to be not only environmentally sustainable but also socially responsible. Brands must ensure their campaigns promote inclusivity and ethical standards, reflecting a holistic approach to sustainability.
Sustainable Media Planning
Reducing the carbon footprint of media operations will be crucial. This includes selecting eco-friendly production processes, optimizing digital ad delivery to reduce energy consumption, and partnering with green-certified media outlets.
Data-Driven Sustainability
Leveraging big data and AI to track and optimize the environmental impact of advertising campaigns will become standard practice. This data-driven approach will help brands make informed decisions and demonstrate their commitment to sustainability to stakeholders.
Collaboration and Industry Standards
Collaboration across the industry to set and adhere to sustainability standards will be key. Initiatives like the Global Alliance for Responsible Media (GARM) are already paving the way by creating guidelines to improve the sustainability of digital advertising.
Some fairly recent examples of Sustainable Advertising that I found resonating –
IKEA’s “Buy Back” Campaign
In 2022, IKEA launched a buy-back program that encourages customers to return their used furniture in exchange for store credit. This initiative promotes the reuse of products and reduces waste, aligning with IKEA’s broader sustainability goals.
Patagonia’s “Don’t Buy This Jacket” Campaign
Patagonia has long been a leader in sustainable advertising. Their bold “Don’t Buy This Jacket” campaign urged consumers to think twice before making new purchases, promoting the repair and reuse of products. This not only raised awareness but also reinforced Patagonia’s commitment to environmental responsibility.
Unilever’s Sustainable Living Brands
Unilever has successfully integrated sustainability into its brand portfolio. Brands like Dove, which focuses on reducing plastic waste through reusable, refillable packaging, and Ben & Jerry’s, which champions social justice alongside environmental causes, have shown significant growth, demonstrating the commercial viability of sustainable practices.
To end this piece, I’d say sustainability in the purpose of advertising and marketing is better being in the DNA of organisations rather than just being a trend and we must keep looking at good examples globally to get our inspiration converted into action. One thing that I urge marketing fraternity is also to have deeper collaborations with NGOs, industry peers, governmental bodies to amplify the impact of your sustainability initiatives as collective efforts can address larger challenges and contribute to meaningful change. This could create multi-fold impact in also building trust as a unique currency with the consumers of a brand.
This article is written by Ankoor Dasguupta, Chief Marketing Officer
Dr. Ankoor Dasguupta
Mentor | Advisor | Digital Marketing | Advertising | Brand Strategy | Print | Digital | Mobile | Media Plannig & Buying
Dr. Ankoor Dasguupta is a thought leader, marketer and executive Coach, who has worked across functions in marketing and advertising with a pedigree of 24 years and ongoing exciting journey, with a rare combination experience across the spectrum of media – print, digital, mobile, event productions & successful pilot projects. He is on multiple national and International Advisory Boards, an extensive speaker at top Business Schools & academia. Extending beyond academia; Dr. Dasguupta has been honoured with the “CIRCLE OF EXCELLENCE 2024” award by Passion Vista with magazine Cover Story also and recognized as the “MAN OF EXCELLENCE, 2024” by the prestigious Indian Achievers’ Award which is a national level award. Most recently Dr. Dasguupta has been selected and felicitated with the national level award –Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
GroupM Minimised Programmatic Video Campaign Carbon Emissions with PubMatic & SeenThis
PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, GroupM, and adaptive streaming specialist, SeenThis announced today (July 10th, 2024) the results of a new case study. The study highlights the campaign that successfully minimised carbon emissions by 2.09 tonnes equivalent to 16,000 kilometres driven in a car.
GroupM partnered with SeenThis and PubMatic, aiming to achieve two key objectives: keeping down carbon emissions associated with digital creative delivery and improving viewability and video completion metrics. SeenThis’s technology and data-efficiency capabilities minimised data transfer during creative video in-banner delivery. Meanwhile, PubMatic’s Auction Packages combined with SeenThis’s streamlined digital advertising data transfer enhanced user experience and performance across premium inventory.
Alexandre Chanthavong, programmatic account manager at GroupM Nexus France (GroupM France) comments:
“PubMatic’s Auction Packages paired with SeenThis’s technology have delivered incredible results. Not only have we seen minimised carbon emissions, view-through rate and viewability also increased and consistently surpassed benchmarks.”
Read more: GroupM Consolidates its Content, Entertainment, and Sports Verticals
Jean-Robert Mamin, managing director at SeenThis, adds:
“We are thrilled to extend the benefits of the SeenThis solution to new and existing PubMatic clients, as our proprietary streaming solution addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem. Together with GroupM and PubMatic we have proven that it is possible to increase performance while minimising carbon emissions, and at the same time helping drive attention and unlock creative capabilities. We deliver lightning-fast ad-loading that attains higher attention from users, which translates into fewer wasted impressions and a more efficient use of resources.”
Abdel Absi, associate director, advertiser solutions France, PubMatic explains:
“Fewer intermediaries and partner integrations equate to fewer carbon emissions and a more sustainable inventory source. We are very happy we could support GroupM to achieve the objectives for this campaign, but also demonstrate we could minimise their carbon footprint through their media investment and support their commitment in prioritising partners who contribute to a transparent, efficient, and responsible supply chain.”
Azerion Launches Generative AI Contextual Solution in Marketplace
Azerion, a leading digital entertainment and media platform, proudly announces the launch of its innovative Contextual Intelligence technology within the Azerion Marketplace. This cutting-edge solution leverages generative AI and large language models (LLM), alongside advanced transformer techniques, to classify content from URLs into precise, actionable segments. This development marks a significant advancement in digital advertising and contextual targeting, enabling more effective campaigns and curated deals for our partners.
In recent years, the digital landscape has been revolutionised by the integration of AI technologies. Azerion’s Contextual Intelligence harnesses the power of transformer models and the latest advancements in text vectorisation to deliver unparalleled content classification capabilities. By employing sentence-transformers and sophisticated taxonomy representation methods, Azerion has developed a robust system that ensures accurate and reliable classification of web content into various taxonomies.
This strategic initiative comes at a crucial time, especially following Oracle’s decision to shut down its contextual advertising offering. The market has been eagerly seeking an alternative, and Azerion’s state-of-the-art technology steps in to fill this void, providing a superior solution that advertisers and publishers can rely on.
Technology Highlights:
- Generative AI and large language models (LLM): Utilising advanced AI techniques, Azerion’s system generates detailed descriptions and keyword lists for each label within a taxonomy, ensuring precise content classification.
- Transformers and text vectorisation: The technology employs the latest transformer models to vectorise text, significantly enhancing the accuracy and efficiency of content classification.
- Vector search: Azerion’s solution incorporates advanced vector search capabilities, enabling rapid and precise search and retrieval of text embeddings. This ensures that content is accurately classified by finding the most relevant vectors quickly and efficiently
- Taxonomy representation: By leveraging LLM-generated documents, the system creates a comprehensive representation of each label within multiple taxonomies, facilitating more accurate and reliable classification.
Daan Boekestein, chief technology officer at Azerion said,
“We are thrilled to introduce Azerion’s Contextual Intelligence to our marketplace,”
“In the wake of Oracle’s exit from the contextual advertising space, our technology not only provides a much-needed solution but also sets a new standard in the industry. We are confident that this advancement will drive significant value for our partners and revolutionise the way digital advertising is executed.”
Read more: Snapchat Unveils New Generative AI-Powered AR Features
The State of YouTube Ads in 2024: Trends and Strategies
In the ever-evolving landscape of digital advertising, YouTube continues to be a powerhouse platform for brands and marketers looking to reach and engage with diverse audiences. As we delve into 2024, understanding the latest trends and strategies in YouTube advertising is crucial for maximizing campaign effectiveness and ROI. Let’s explore the current state of YouTube ads and how businesses can leverage this dynamic platform.
Rise of Video Consumption
Video consumption on YouTube has soared to new heights in 2024, driven by increased internet accessibility and changing consumer preferences. People are spending more time watching videos, making YouTube an indispensable platform for advertisers. The proliferation of smart TVs and mobile devices has further expanded YouTube’s reach, offering advertisers unprecedented access to viewers across various screens.
Ad Formats Evolving
YouTube’s ad formats have evolved to cater to diverse advertising goals and user experiences. TrueView ads remain a cornerstone, allowing viewers to skip ads after a few seconds, ensuring more engaged audiences. Additionally, non-skippable ads are effective for capturing immediate attention, while bumper ads provide concise messaging in short bursts. Interactive and shoppable ad formats are gaining traction, enabling direct engagement and seamless conversion pathways.
Personalization and Targeting
In 2024, YouTube’s targeting capabilities have become more refined, allowing advertisers to reach specific audiences based on demographics, interests, behaviors, and even life events. AI-driven algorithms analyze user data to optimize ad placements and enhance relevance, ensuring that ads resonate with the right viewers at the right time.
Integration with E-commerce
The integration of YouTube with e-commerce has transformed the advertising landscape. Brands can now seamlessly connect YouTube ads to shopping experiences, enabling viewers to explore products, make purchases, or schedule services directly from the platform. This convergence of video and commerce offers a streamlined path to conversion, driving measurable results for businesses.
Influencer Collaborations
Influencer marketing remains a powerful strategy on YouTube in 2024. Collaborating with popular content creators allows brands to tap into their established audiences, benefiting from authentic endorsements and increased credibility. Micro-influencers are gaining prominence for niche targeting and genuine engagement, complementing traditional ad campaigns with influencer-driven content.
Data Privacy and Transparency
Amid growing concerns over data privacy, YouTube continues to prioritize transparency and user consent. Advertisers must adhere to stringent guidelines to ensure ethical data practices and maintain trust among viewers. Transparency in ad targeting and disclosure of sponsored content are integral to fostering positive user experiences on the platform.
Key Strategies for Success
To navigate the complexities of YouTube advertising in 2024, businesses should adopt strategic approaches:
- Content Optimization: Create compelling, audience-centric video content tailored to different stages of the customer journey.
- Audience Segmentation: Leverage advanced targeting options to reach specific demographics and interests effectively.
- Conversion Tracking: Implement robust analytics to measure ad performance and optimize campaigns for maximum ROI.
- Creative Experimentation: Embrace innovation in ad formats and storytelling techniques to captivate and convert viewers.
- Collaborative Partnerships: Cultivate relationships with influencers and industry experts to amplify brand reach and credibility.
Embracing the Future of YouTube Ads
As we forge ahead into 2024, YouTube advertising remains a cornerstone of digital marketing strategies, offering unparalleled opportunities for brands to connect with global audiences. By staying abreast of emerging trends, refining targeting strategies, and fostering creativity, businesses can harness the full potential of YouTube ads to drive growth, engagement, and brand success in the digital era.
Erum Shaheen
Search Engine Marketing | E-Commerce | Digital Marketing | Google Ads | Brand Marketing | Digital Advertising
Erum Shaheen is a seasoned consultant and trainer, who helps with business growth with Google Ads. She is a passionate Google Ads specialist with over 4 years of experience in driving digital marketing success. She is the founder of Fuel Digital and specializes in transforming online advertising strategies into powerful revenue-generating tools for businesses of all sizes.
DoubleVerify, Scope3 Research Shows The Sustainability Benefits of Smart Digital Advertising
DoubleVerify (DV), a software platform for digital media measurement, data, and analytics, revealed findings from its Global Insights Report. It shows a relationship between high-quality digital advertising environments and reduced carbon emissions.
The findings, based on a global analysis of over one trillion ad impressions delivered across web display and video environments underscore the environmental benefits of maintaining high-quality ad inventory. DV measures the quality of ad inventory through its DV Authentic Rate – the percentage of ads verified as brand-suitable, fraud-free, and in the correct geography. The study highlights that higher DV Authentic Rates correlate strongly with lower emissions, as measured by Scope3 impact data, further emphasizing the role of buying quality media in reducing digital advertising’s carbon footprint.
Mark Zagorski, CEO DoubleVerify said,
“Simply put, for digital ads, buying higher quality media directly translates to a lower emissions impact. Our latest data shows that high-quality, fraud-free advertising not only optimizes performance but also supports broader sustainability goals. By enhancing the precision and efficiency of ad delivery, we can help decrease the unnecessary energy consumption that contributes to higher emissions”
The study also found that high-tier MFA sites, known for high ad density, emitted 44% more carbon emissions relative to the average emissions across DV-measured media. Conversely, ads with high DV Authentic Rates produced fewer emissions, affirming the positive environmental impact of quality digital ad placements.
DV’s approach to measuring the carbon impact of digital ads leverages a partnership that was launched in 2022 with Scope3, a provider of ad-emissions data. This collaboration enables advertisers to make informed decisions that align their marketing strategies with their environmental values, taking steps to ensure their advertising dollars are spent responsibly.
DV calculated that media quality protections helped avoid a quantifiable 64.9 thousand metric tons of CO2 emissions waste from non-authentic ads in 2023, equivalent to a $13.2 million social cost of carbon ($204 per metric ton of CO2). Social cost of carbon quantifies and monetizes the incremental costs to society of climate change impacts resulting from the emission of one additional metric ton of CO2 or its equivalent.
Zagorski said,
“Media quality optimisation prevented a sizeable amount of CO2 emissions that would have been produced by low-quality ad placements, avoiding a considerable social cost of carbon. This underscores the importance of maintaining high standards in digital advertising”.
Read more: DoubleVerify Strengthens its APAC Leadership Team
