With the announcement of the depreciation of third-party cookies, contextual advertising has taken on a new centrality. Contextual advertising allows targeted advertising to be served based on the context in which the user is evolving and not based on their characteristics. Thanks to natural language processing , it is possible to group the content of the page that the user is browsing and, based on this, it is possible to extrapolate their interests and create vertical target audiences.
contextual advertising
Blendee's Approach to Addressability
In a cookieless future, identity resolution processes and first-party data are likely to be the most effective solutions for publishers and advertisers.
Blendee integrates and normalizes data from multiple sources into the single customer uk mobile database view through identity resolution processes that allow each individual user to be uniquely recognized across different interactions and touchpoints, assigning them a unique identifier (Blendee ID).
In particular, Blendee's marketing operating system also allows
data collaboration activities aimed at acquiring and combining data to improve targeting accuracy in a privacy-respecting environment ;
interactions with other identification systems through data clean rooms ;
the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
the use of enhanced privacy technologies ( such as Google's Privacy Sandbox, profiling and cohort measurement) that are being marketed as the solution to the deprecation of third-party cookies.
Among the audience management features , it also offers the ability to create vertical audiences from defining a set of contexts and keywords to describe the content and interests of users across the network.
Among the core engines, Blendee's Marketing Operating System also offers an " Ad Server " that allows you to manage and optimize ADS campaigns of all kinds, providing engaging and personalized cross-platform content.
All this is possible thanks to the use of artificial intelligence and machine learning algorithms that allow to improve the content , classifying it even more efficiently in order to deliver increasingly relevant advertising messages .
Third-party cookies have shaped the world of online advertising for years.