In our “Post-Cookie Fallout” webinar, we discussed solutions and best practices to help publishers maximize the value of their inventory in the wake of industry change and uncertainty. The shift away from cookie-based targeting is the perfect opportunity for publishers. Now, there’s an initiative to identify new ways to gain from previously unmonetized inventory and maximize yield, all while maintaining the inventory quality that advertisers care about most.
Alynn Beyder, Senior Product Marketing Manager
Yvette Lapompe, Senior Product Manager
While this isn’t exactly new information, increasing data privacy legislation, coupled with Chrome’s promise to dissolve cookies by 2022, has sparked new conversations between publishers, advertisers, and tech providers. These changes will undoubtedly have a lasting impact on the ways in which we consume and transact on digital media. Once publishers are able to get ahead of these changes, they will be poised to take back control of their content and first-party data.
Continue on to read our answers to attendee questions. To watch a recording of the webinar on-demand, fill out the form below.
What are the alternatives to cookie-based solutions?
Contextual advertising is the new black. Contextual-based advertising can help extend audience reach for publishers with rich, first-party data assets and provide an effective alternative method to cookies for those without.
What is IAS contextual intelligence? Is this a product?
At the end of 2019, IAS released a solution for publishers to further maximize the impact of their content. Contextual Intelligence for publishers is our latest product offering for our publisher partners. To learn more, please download our one-sheet here.
How does the IAS solution work with more than one language?
IAS currently supports over 40 languages for global brand safety protection, with 29 of those languages available for granular contextual targeting. For a full list of available languages, please reach out to your IAS representative.
Is this a homegrown Natural Language Processing (NLP) tech, or does IAS team up with an advanced partner?
In November 2019, IAS acquired ADmantX, the leading provider of cognitive semantic-based solutions to accelerate our contextual targeting capabilities.
How are publishers utilizing contextual intelligence?
While use cases will vary based on each publishers’ needs, ultimately, the goal of contextual intelligence is to reduce waste and increase yield by ensuring that every impression is monetized. As an industry, we need to band together to evolve beyond keyword block lists and binary brand safety standards.
Through contextual intelligence, publishers will gain the insight to package and price inventory to align with specific advertiser needs. This is especially helpful when fielding RFPs. The same advertiser may have different suitability preferences for each campaign. For example, a pharmaceutical advertiser who is looking to promote two different drugs will have different campaign goals. By having the ability to create multiple custom targeting options, one for each product’s niche pharma segment, the publisher is at a huge advantage to win the business.
Can you provide some brand safety insights for publishers so they understand how programmatic buys are being targeted/filtered pre-bid?
IAS sits in the middle of the ecosystem. We provide solutions for marketers, publishers, and ad tech partners, like DSPs and SSPs. If you’re an SSP, we recommend that you integrate into our Segment API to create PMP deals for your publishers at scale. By integrating into this API, you’ll be able to curate deals based on contextual categories and ensure that your publishers’ PMPs will serve advertisers who find that data suitable and therefore will not block post-bid.
What is the impact of the “cookie-pocolypse” on IAS measurement effectiveness?
Luckily, most of our solutions do not rely on third-party cookies or fingerprinting, so we do not anticipate any measurable impact on our existing capabilities. So far, the default settings of all major browsers have not had a negative impact on IAS core capabilities, with the exception of our Online Conversion Lift offering. That specific solution relies on cookie-based tracking to tie campaign performance to outcomes. We are closely monitoring the impact of the key browsers’ privacy updates on cookie collection while actively working within the industry to lead the charge with contextual solutions.
Are you still able to serve monitoring or blocking tags without being able to see cookies?
Since our core verification solutions do not rely on cookies to measure media quality, we will continue to be able to serve both monitoring and blocking tags.
How will contextual targeting solve the issues left behind with the loss of cookies?
With contextual targeting, you can unlock relevant content and improve monetization through smart packaging. We’re not here to tell you how to sell your inventory, but with contextual intelligence, you will be able to gain deeper insight into the best way to segment and price your content based on semantic and page-level analysis. This allows you to uncover the hidden value of all of your inventory, monetizing new channels across both direct and programmatic channels. Command higher CPMs for placing ads that are hyper-targeted for specific editorial content.
With cookies going away, what are the benefits for a publisher?
Publishers are currently in a prime position to regain control. First-party data will undoubtedly become the MVP as we move away from cookies, enabling publishers to greatly increase the value of premium content. Rather than attempt to reach their target audience based on behavioral data collected exclusively from cookies, advertisers will need to partner closely with content creators.