Hold on to your advertising hats, because big cookieless changes are coming to the digital ad landscape!

Many of us have experienced being followed across various social media platforms and other websites. And being given persistent personalized reminders to purchase a product after searching for it online.

What’s the reason behind it, ever given it a thought?

We all leave behind traces of data regarding our online activities, including the websites we visit and the searches we make.

Advertisers use this information to deliver personalized ads through a process called online behavioral advertising.

Basically, it’s done through the use of cookies, which are small files that are stored on our device when we visit a website.

Undoubtedly, cookies have helped fuel a multi-billion dollar online advertising industry. According to data, this well-worn digital tool has helped build digital advertising into a highly efficient $350 billion market.

But now as we witness the dawn of third-party cookies, what’s the new alternative targeting option for brands without taking a hit on their ROI?

This blog has all the answers you need. Read it till the end as you won’t want to miss a single detail about Silverpush’s omnichannel hyper-contextual advertising solutions helping brands thrive in the cookieless world.

Why is There a Need to Go Cookie-Less?

“Before cookies, the web was essentially private. After cookies, the web becomes a space capable of extraordinary monitoring,” said Lawrence Lessig 20 years ago.

For a long time now, advertisers have relied on cookies to monitor users across the internet and offer them customized ads based on their browsing behavior.

However, the usefulness of cookies is witnessing a downfall as they are heading toward obsolescence.

As per Google’s recent reports, by the end of 2024, Google’s Chrome browser is anticipated to restrict third-party cookies, which are already blocked on Safari and Firefox.

Google’s Chrome browser dominates the industry with a market share of over 60 percent in Europe and is widely used across multiple regions globally. As a result, we predict that Google’s proposed cookie policy is likely to spell the end of cookie-based advertising.

Advertisers will face a significant challenge as other tracking techniques also face mounting pressure. Notably, Apple’s app-tracking-transparency (ATT) framework already requires app providers to obtain explicit user consent before tracking them via device identifiers in the mobile app space.

Preliminary data suggests that only around 46% of consumers are willing to be tracked, and this percentage may be even lower in countries where privacy is a major concern for users.

The recent update in Apple’s policies means that app providers will face limitations in tracking users through device identifiers within the Apple ecosystem. Meaning, most users will not be trackable, which could have implications for targeted advertising and user profiling.

It’s worth noting that both Google and Apple have publicly stated that they will not support any attempts to create workarounds, such as probabilistic fingerprinting, to enable user-level profiling within their ecosystems.

Advertisers Need to Look Out for Themselves

It’s predicted that the elimination of third-party cookies and device identifiers will likely have a negative impact on advertising effectiveness and ultimately on the ROI for advertisers in the short term.

This will pose a significant challenge for brand marketers in sectors that are not closely tied to customer transactions, such as consumer packaged goods, automotive, and pharmaceuticals.

Despite the challenges, advertisers have several opportunities to strike a balance between precise targeting and accurate impact measurement while respecting consumer privacy.

Broadly speaking, implementing strategies that prioritize transparency and provide value to users in exchange for their data will most likely lead to success.

Many users are comfortable with personalized advertising as long as they are fully informed about the underlying mechanisms and not misled in any way. This approach can also help build consumer trust in the brand, which is a valuable outcome.

Upgrade your Advertising with Silverpush’s Hyper Contextual Cookieless Solutions

With the end of third-party cookies, advertisers need to shift to new solutions to engage with users in a privacy-safe and effective way.

Silverpush’s Mirrors offers contextual targeting solutions that deliver personalized ads to audiences without relying on their personal data. This ensures brand safety and relevance to the brand, even in a cookie-less environment.

Leverage the AI-powered solution of Mirrors by Silverpush to reach your relevant audience at the right time and place while respecting user privacy. Our platform guarantees complete brand safety and suitability on popular channels such as YouTube, OpenWeb, and CTV.

To learn more about how Silverpush can help you prepare for the cookieless world, simply fill out our form, and we’ll guide you toward successful advertising in a cookieless future.

Pride month is in full swing, with the month of June on its way. The LGBTQ community globally accounts for 4.6 trillion US dollars. The community has been in the news globally, as many countries recognize them and are helping them live free lives.

Pride Month is celebrated in honor of individuals who were involved in the Stonewall Riots of 1969. With the glitter and rainbow flags, people join the festivities. whereas, by changing colors, sharing Pride Month trivia, and social media posts advertisers tap into every opportunity for Pride Month advertising.

How Brands Leveraged Pride Month Before?

Pride advertising is another example of moment advertising which brings huge reach for brands and a chance to make a long-lasting impression. Burger King and Honey Maid are the two brands that made the most out of the Pride Month advertising in 2014.

1. Proud Whopper

In 2014, Burger King ran the ” Be Your Own Way” campaign under which it launched “Proud Whopper”. It was a spin on its “Have It Your Way” brand positioning.

During the pride parade, it launched its Whooper burger, which came in rainbow-colored wrappers. What intrigued the audience with this burger was the strong message that resonated with them. It said, “We are all the same inside”.

The campaign stood out as it received 7 million views across all social media channels. There were more than 5.3 million views on the YouTube video alone. 20% of Americans saw the Proud Whopper advertisement, and young millennials over-indexed by 4.8X.

2. This is Wholesome

Honey Maid recognized a chance to engage with its consumers while highlighting its long history and commitment to inclusivity by honoring the variety of the contemporary family.

Over 8 million people had seen the 30-second ad on YouTube. According to YouTube statistics, Honey Maid was able to determine that 97% of the ad’s video views came from those aged 25 to 54 using age and gender targeting. Women help the majority in viewership as they account for 98% of the total.

However, there was an obstacle that arose during the campaign. The message of the campaign did not resonate with everyone which led to negative tweets and comments.

Honey Maid saw it as an opportunity to tap into the audience’s mind and capitalize on it. They created a clever response to the negativity. They made a video ad, where two artists utilized printouts of all the critical comments to form the word “LOVE”.

It was straightforward and effective, giving Honey Maid another opportunity to demonstrate its dedication to the causes of diversity and equality as well as its support for the LGBTQ community.

More than 4 million people viewed “Love.” According to YouTube data, the first 90 days of views were equally split between males and women, and over a quarter of viewers were millennials under the age of 24.

What are the Key Takeaways?

Both campaigns significantly benefited the brand by building strong brand awareness. But another key takeaway that advertisers had was the importance of a message to resonate with the audience. Engaging the audience emotionally is a simple yet strong way to make a place in people’s hearts.

How to Make the Most from Pride Advertising In 2024?

The advertising landscape has transformed a lot. A privacy-focused future has made Apple and Firefox take the revolutionary step by banning the use of third-party cookies whereas Google is planning a strategic phase-out while working on alternatives.

So, how can brands make the most during the pride month?

Contextual Advertising is one of the ways to capitalize on the opportunity. Mirrors is a revolutionary AI-powered technology offered by Silverpush that ensures advanced brand safety.

The high-powered AI technology ensures that the message reaches the right audience at the right time. Mirrors identify key contexts of the blog by analysing content and classify into segments.

This year, advertisers can make the most of Pride Month by relying on omnichannel contextual advertising as Mirrors can function across multiple channels.

1. YouTube

Video ads are widely acceptable, and they accounted for 82% of global internet traffic in 2022. The context detectors help Mirrors find the relevant ads. This increases the possibility of users engaging with the brands as they are relevant to the user when they are highly intrigued.

2. Open Web

Based on the content of the webpage consumed by the target audience, AI-based technology can place relevant ads.

3. Meta

Mirrors carefully chooses and analyzes brand-safe Facebook pages to extract contextual signals that enable the distribution of real-time, in-the-moment advertising with remarkable performance. This is done with the help of Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP) models.

4. CTV

Pride ads are displayed in appropriate surroundings using semantic analysis, content analysis, and customized ad segments to prevent inappropriate placement depending on user emotions and behavior. Facebook is the best place for people with varied interests.

Conclusion

Advertising for Pride is more than simply recognizing and appreciating the LGBTQ community. It is the opportunity for brands to communicate their truth and take a position. According to a study, 45% of consumers under 34 years old say they’re more likely to do repeat business with an LGBTQ-friendly company. It is time for brands to take this opportunity to attract their desired audience contextually.

Cricket is Life. Everything else is just a game.

With 2.5 billion estimated followers, cricket is the second most popular sport around the world. The upcoming 2023, ICC Men’s Cricket World Cup has already generated excitement among fans.

The ICC Men’s Cricket World Cup isn’t a tournament that viewers enjoy; rather, it is a festival for brands to establish a rock-solid awareness. Brands have a cut-throat competition to grab the attention of the dedicated audience.

In 2019, 94% of the sports AdEx was from cricket, highlighting the popularity of the sport among advertisers. The online streaming of the matches brought a new advertising field when the World Cup was first streamed on an OTT platform in 2015. Indian advertisers alone were expected to spend more than 400 million, and Star India expected TV and internet revenues to be around Rs 2,100 crores. Along with e-commerce, gaming, soft aerated drinks category, cellular phones, wires & cables, and perfumes & deodorants were some popular categories that were on top of TV advertising. Brands paid 20 lakhs onwards for 10-second ad spots, and the sponsorship package was for 40 crores onwards.

How Brands Can Capitalize 2023 Cricket World Cup Opportunity?

The 13th 50-over ICC Men’s Cricket World Cup will take place in 2023, with India serving as the host nation. The quadrennial tournament is scheduled to take place in 2023, with India serving as the host nation for a record-breaking fourth time.

The format of the tournament will be round-robin before the knockout rounds, like the 2019 competition in England and Wales.

World Cup is the best time to tap into the audience’s mind and create a brand’s presence. Advertisers can use omnichannel advertising strategies to engage with the audience across all platforms and channels during the World Cup.

Some ways to capitalize are:

Traditional Methods Include

1. Sponsorship – Brands can become official sponsors of the tournament. A recurring brand recall can be easily created as brands will be promoted alongside the event branding.

2. Television Advertising – There is a drop in this field of advertising but millions of people are still glued to tv screens when there is a match, especially in remote areas. By creating strong tv ads brands can have the ever-lasting memory for the audience.

The “Mauka Mauka” ad campaign created a huge brand recall in 2015 and 2019 irrespective of the results. The notable point is when the first advertisement appeared on YouTube in 2015. it received more than a million organic views in the first 12 hours of being live.

Digital Methods Include

1. Video Advertising: People eagerly wait to grab any information during a cricket match. From watching a live cricket match on the OTT platform to watching highlights on YouTube, videos get the center of attention. Advertisers can leverage this attention by using different ad formats available on YouTube.

2. Social Media Advertising: During cricket tournaments, social media platforms, Instagram, Facebook, Twitter, and LinkedIn are flooded with updates. These platforms offer various advertising opportunities which an advertiser can utilize to benefit themselves. Based on the demographics, advertisers can target specific audiences.

3. CTV Advertising: A huge set of audience is shifting from traditional TV streaming to connected devices. This is an advantage for advertisers as CTV allows granular targeting. This means with the right message, advertisers can reach their target audience exactly where they are.

Another interesting advertising element present for the 2023 World Cup is contextual targeting. In 2019, the news of the phase-out of third-party cookies was spread. This led advertisers to look for an alternative. But during 2019, contextual advertising was not in the picture. However, with time this form of advertising proved to be a beneficial alternative. Combining the power of contextual advertising and the World Cup together can bring outstanding results.

Mirrors is a flagship product of Silverpush which is helping brands reach their target audience on different channels in the most contextual way possible.

How Brands Can Leverage the AI-Powered Technology, Mirrors?

Studies have proven that 63% of users prefer relevant ads and it makes them engage with the brand. This also results in higher ROIs and ROAS.

With contextual advertising, advertisers can easily engage the audience on each platform without interrupting their viewing experience.

Mirrors for YouTube

People are glued to the screen when it’s time for the World Cup. Men’s CWC 2019 live coverage crossed a cumulative average audience of 1.6 billion viewers on a global scale. The average watched time per unique viewer was 42% higher than in 2015. This leaves advertisers with the hope that it will be much higher for 2023.

To leverage the attention of the large audience of human-augmented technology, Mirrors is trained to place ads in the most relevant manner. With the help of the AI will recognize the triggers and will place the most suitable ad that aligns with the content consumed by the user.

Mirrors for Facebook

Mirrors similarly work for Facebook. But while extracting insights based on visual triggers it also dives into the context of the text.

Keyword-based targeting reduces the reach of a campaign by blocking the content based on keywords, contextual targeting understands the context of the word being used. This enhances brand safety as well as increases the ad placement opportunity.

Final Words

The World Cup is a complete package for advertisers to promote. Brands have a fantastic chance to expand their awareness and connect with a global audience during the World Cup. With the popularity of cricket at an all-time high, advertisers must take advantage of this trend and develop effective marketing campaigns that connect with their target market.

We can claim that brands could expect improved ROIs and reach during the 2023 ICC Men’s Cricket World Cup by harnessing the power of contextual advertising.

The aviation industry has been labeled as a notorious contributor to greenhouse gas emissions, however, the online advertising industry is no less. 

Digital initiatives account for 3.5% of global GHG emissions, surpassing the aviation industry’s 2.5% share, according to the French think tank The Shift Project.

The digital ecosystem now makes up the fastest-growing source of GHG emissions, recording a 6% annual increase each year for the last five years. 

The advertising industry requires a new roadmap to connect businesses with customers in the most effective way with the least possible impact on the environment. Advertising contextually can help! 

Silverpush, an AI-powered contextual advertising firm, is on a mission to make digital advertising sustainable. We are continuously looking for ways to decarbonize our digital presence by monitoring our carbon consumption in real time. 

This blog post will explore the urgent need to pull the emergency brake and prioritize cutting advertising emissions and how at Silverpush, we reduced 2333 tons of CO2 emissions in the past 5 years by advertising contextually. 

Key Statistics

• A mock digital advertising campaign produced 323 tons of CO2eq emissions, equivalent to the annual carbon footprint of 16 Americans.
• As per CLICKON, in 2021, nearly 32% of UK brands expressed their goal to achieve carbon neutrality by the end of 2023.
• The internet is responsible for almost 4% of global greenhouse gas emissions, equivalent to 1.6 billion metric tons, while the aviation industry accounts for nearly 5%.

How Digital Advertising is Impacting the Environment?

Reducing Carbon Footprint in the Advertisement Industry

The programmatic supply chain is a complex ecosystem with various components, each contributing to carbon emissions in different ways.

1. Demand Side Platforms (DSP): These enable advertisers to automatically purchase digital ad space from media publishers on an exchange. 

2. Supply Side Platforms (SSP): Used by publishers to manage their inventory of available ad space.

3. Data Management Platform (DMP): It is a centralized data warehouse that collects and analyzes data from various sources to ensure that ads are targeted to the right audience. Ad Exchanges are where traders meet to negotiate the price of ad space.

4. Ad Exchanges: A virtual marketplace where buyers and sellers of digital ad space come together to negotiate prices and transact.

However, every aspect of this ecosystem requires servers and devices to operate, generating heat and carbon emissions that contribute to the Scope 3 emissions of brands and advertisers. Scope 3 emissions are those that result from activities outside of a company’s direct control but still impact its value chain. Even unsuccessful bids for ads that are not delivered contribute to the carbon footprint through media storage, computing power, and network traffic.

Also read: Silverpush’s Cookieless AI Solutions: Saving 1000 Tons of CO2eq in Advertising Campaigns

Strategies to Reduce Carbon Emissions in the Advertisement Industry

Here are some strategies that can be implemented to reduce the carbon footprint of a digital ad campaign:

1. Use Lightweight Files: DSPs, SSPs, and ad servers consume a significant amount of energy to process files for ad campaigns. To reduce energy usage and carbon emissions, advertisers can use lighter files.

2. Involve Vendors: Advertisers can collaborate with their vendors to adopt sustainable practices like using renewable energy-powered servers, file compression, and offsetting carbon emissions.

3. Timing of Ad Campaigns: Advertisers can schedule ad campaigns during off-peak hours when electricity is generated from sustainable sources, such as solar energy.

4. Green Agencies: Advertisers can partner with agencies that prioritize environmental protection and take measures to reduce their carbon footprint.

5. Green Platforms: By adopting green AdTech platforms and optimizing demand-path and supply-path, advertisers, agencies, and publishers can minimize carbon emissions.

6. Limit ad density: Publishers can adopt stricter ad policies to ensure that only higher-yielding ads run on their pages, reducing the overall number of ads and consequently, energy consumption.

7. Optimize AdTech platform performance: AdTech vendors can optimize their infrastructure setup, resulting in cost savings and reduced energy usage and carbon emissions.

8. Moving Towards Contextual Advertising: Contextual solutions significantly reduce multiple grams of carbon footprint and energy consumption every second due to their ability to target without the use of cookies and relevant audience targeting. 

Silverpush’s Sustainability Efforts in Digital Advertising with Contextual Targeting

Storing and processing large amounts of data can have a significant impact on carbon emissions. 

The generation of carbon dioxide (CO2) is often associated with the energy consumption required for data centers and servers to operate. Therefore, it is essential to consider the environmental impact of activities such as syncing cookies, audience data collection, and retargeting users, which all involve significant computation and data storage.

Therefore, the more data that is stored and processed, the greater the carbon footprint. To reduce their environmental impact, organizations should minimize unnecessary data collection and processing by carefully considering their data storage and processing practices.

How Silverpush is Becoming Carbon-Aware? 

• Silverpush’s contextual advertising approach involves collecting data from third parties and integrating it into campaigns. 
• To minimize their environmental impact, we have implemented a real-time monitoring system to optimize carbon consumption. 
• By analyzing metrics of carbon consumption, they can identify which creative is consuming more emissions and make necessary adjustments.
• One major advantage of Silverpush’s contextual solutions is it is completely cookieless, and does not require large amounts of data storage to display relevant ads to their target audience.
• The AdTech pipeline is a complex system that involves multiple components, including data storage, processing, and delivery, which all contribute to carbon emissions. Additionally, serving advertisements often requires multiple middleware services.
• Similarly, some publishers have complex technical requirements to deliver their content, which can result in a significant amount of carbon emissions.

Way Forward 

The digital advertising industry has a significant impact on the environment, contributing to global greenhouse gas emissions. As a responsible advertising firm, Silverpush recognizes the urgency of cutting down advertising emissions and has taken a strong stance toward promoting sustainability. By adopting contextual advertising and real-time carbon monitoring, Silverpush has successfully reduced its carbon footprint, making advertising more sustainable. Join us to build a better, greener world for everyone.

Video games have always engaged a large audience, especially GenZ, and millennials. This gives advertisers and brands an opportunity to innovatively establish a solid brand recall.

As gaming devices continue to gain popularity and offer more opportunities for brands to reach their audience, the global gaming market is predicted to grow at a CAGR of 9.9% from 229.39 billion in 2022 to 252.10 billion in 2023. Additionally, it’s projected to reach 401.32 billion by 2027 at a CAGR of 12.3%. 

The gaming industry is in an evolving phase and advertisers must explore this in-video game advertising. The primary reasons are: 

• The gaming industry has a huge audience base who play games on different devices. This means brands have more than one opportunity to reach their targeted audience. 

• With a large audience reach, the gaming industry has a loyal fan base. According to a study, in-gaming advertisements had influenced 44% of gamers to engage with brands. 

However, this pool of advertising opportunities will require brands to focus more on brand safety. 

What are the Key Components of Brand Safety for In-Video Gaming Advertising?

Measures taken to protect the brand image are known as brand safety. This is done to protect brands from irreparable damage as we had a few examples in the past of how the brand’s reputation was damaged beyond repair due to ad placement next to inappropriate content. 

Interactive Advertising Bureau (IAB) has shared an impactful framework for advertisers which can help them in ensuring brand safety.

1. Contextual Targeting:

The process to phase out third-party cookies was started years ago. This was done to abide by the privacy of the user. Amidst the evolving landscape of advertising, advertisers began to rely on contextual targeting which resulted in higher brand engagement. In-video gaming advertising, advertisers must rely on contextual advertising to be profitable as the AI-powered technology ensures that the ads appear to the relevant content. A customized blocklist is prepared but unlike keyword-based targeting, the AI understands the context of the keywords used like a human mind. This increases the advertising opportunity, brand safety, and audience engagement with the brand.

2. Partner Selection:

Brands look for partners who would help them in setting up the ads in the video games. But before finalizing the partners, brands must evaluate them based on their game quality, advertising ecosystem, and compliance with General Data Protection Regulation(GDPR) and Children’s Online Privacy Protection Act (COPPA) regulations. It’s also essential to review the game’s content for any violent or inappropriate content that doesn’t align with the brand’s values. Advertisers should request a comprehensive explanation of the partner’s brand safety policies and a block list of prohibited advertisers or services. 

To enhance your brand safety, you perform the following steps to ensure multi-level verification. Use a combination of the following verification tools: 

• Viewability – This will help you get the percentage of ads seen by your audience. This tool ensures that your ad is seen by the target audience. 

• Fraud detection-This tool will help you in identifying and preventing fraud. It will detect invalid traffic, bots, and any fraudulent activity which has the ability to impact your campaigns. 

• Brand Safety Protection- This tool will add an additional layer of protection for contextual targeting. The tool will ensure that your ads aren’t displayed against inappropriate content. 

• Audience Verification- This tool will give you insights into the audience who have seen your ad.

 3. Ad Placement and Monitoring:

A key component of brand safety in video game advertising is ad placement. To prevent any unfavorable connotations with the brand, advertisers should make sure that their adverts are positioned in the proper areas inside the gaming environment. 

For instance, advertisements for gambling or alcohol shouldn’t be included in kid-targeted games since they might expose kids to unsuitable content and harm the reputation of the company. 

In a similar vein, advertisements for graphic or explicit content need to be kept out of games targeted only at adults. To make sure that their advertising is neither obtrusive nor disruptive, advertisers should also take the context of the gaming environment and the entire user experience into account.

Apart from the placement advertisers should keep a close eye on their campaigns to ensure they are not running in inappropriate places. Utilizing technology solutions and collaborating with partners to resolve any problems that may occur be part of this. For instance, advertisers may check ad placement and look for any possible brand safety issues using third-party technologies. They may also closely collaborate with their partners to resolve any problems and make any necessary modifications. In order to track success and pinpoint any areas for improvement, advertisers should also set up clear reporting tools. Advertisers that regularly report on their campaigns can better spot potential problems and take proactive steps to solve them before they become a problem.

Conclusion

The gaming industry is on the rise and in the coming years gamers will be a prominent and much larger community. Advertisers must explore this evolving landscape of advertising while they focus on brand safety. 

With the digital advertising industry rapidly evolving, it’s important to keep up with the latest trends and technologies. 

Contextual advertising, which has been a game-changer for brands to maximize their ROI, has helped them reach their target audience in a more relevant and personalized way. 

But, with the advent of newer technologies, even this life savior of brands after the apocalypse of third-party cookies requires an upgrade. 

Generative AI, which has taken the world by storm has revolutionized work and creativity, offering numerous benefits and opportunities. 

While many industries have already incorporated Generative AI into their business, contextual advertising is close and is also exploring how this technology can benefit them.

How will Generative AI Pave the Way for Contextual Advertising? 

Generative AI is a powerful technology that has the potential to transform the way advertisers reach their target audiences. 

Unlike traditional AI models, which rely on historical data, Generative AI can create new and unique data sets, enabling advertisers to expand their reach to audiences that were previously out of reach using traditional methods. 

This technology can identify patterns and correlations between seemingly unrelated data points, resulting in a more personalized and relevant advertising experience for users. 

With the ability to generate new data sets and identify new audience segments, Generative AI is opening up new possibilities for advertisers to reach their target audiences with greater accuracy and efficiency.

Silverpush X Generative AI: Changing the Advertising Game for Brands

In an age where privacy concerns are at an all-time high, relying on third-party cookies to reach relevant audiences has become increasingly challenging.

Silverpush, which is a hyper-contextual advertising company has incorporated Generative AI into its contextual AI platform- Mirrors to provide brands with an effective solution to target without the use of cookies.

The launch of a contextual planning tool powered by Generative AI represents a significant advancement in the capabilities of Silverpush’s flagship product, Mirrors. 

By incorporating next-generation AI capabilities, the tool further enhances Mirrors’ contextual offering, addressing the challenges of cookieless targeting and revolutionizing the digital advertising space.

How will it Benefit Advertisers?

1. This tool will enable advertisers to identify contextually relevant audiences without relying on third-party cookies.

2. The AI-powered contextual platform, Mirrors, will give access to a wide range of contextual signals that can be used to transform brands’ ad targeting strategies. 

3. Mirrors, powered by Generative AI, allow advertisers to gain insights into user behavior and preferences, leading to more precise targeting and a better user experience.

4. Generative AI can also solve the problem of users getting tired of seeing the same ad too many times (ad fatigue) and being shown too many ads (frequency capping), which can make them less likely to engage with the ads.  

5. By creating unique data sets and identifying new audience segments, advertisers can ensure that their ads are reaching the right users at the right time, without overwhelming them with too many ads.

Final Words

The integration of Generative AI into Silverpush’s contextual AI stack marks a significant advancement in the field of digital advertising. With this technology, advertisers can surpass the restrictions of traditional targeting methods and provide users with more personalized, relevant, and effective ad experiences. But, there’s more to it than you think. Stay tuned for our next blog on Gen AI, where we dive deeper into the potential of this groundbreaking technology and reveal some major possibilities for advertisers. 

Challenging. It is the correct word to describe how brands consider advertising in the automotive sector. 

This is mostly due to the long purchasing cycle by consumers involving a large chunk of money coming out of their pockets. 

Despite the challenges, automotive brands cannot afford to miss out on the immense consumer spending in this industry. In fact, the automotive industry is one of the largest spenders on advertising worldwide. According to a report by Statista, in 2020, the automotive industry in the United States alone spent a whopping 12.42 billion U.S. dollars on digital advertising.

Contextual advertising can be a highly effective strategy for automotive brands to reach their targeted audience in the right place, at the right time, and with the right message. This approach allows advertisers to target potential customers based on their interests, online behaviors, and purchase intent, without using their personal data.

What’s Unique About the Automotive Advertising Industry?

Before delving into automotive advertising strategies, it’s crucial to understand the unique nature of this industry. 

Vehicles are a significant financial investment, and consumers often spend a considerable amount of time in the consideration phase. In fact, car buyers spend an average of almost 14 hours online during their research and visit around 4.2 websites before making a purchase decision.

As the buying journey almost always starts online, reaching potential customers with a programmatic campaign is essential long before they step foot in a car dealership. 

Brands who want to reach their target audience need to first understand them. The target audience can vary depending on the type of vehicle being advertised. For instance, ads for luxury cars are targeted toward individuals with higher incomes, while family-friendly car ads are often aimed at individuals with lower to middle incomes who have families and need practical transportation options.

Also, the customer journey is an entirely complex process where customers rely on different platforms to get information about the car they are looking for. 

For instance, a person interested in buying a car may watch advertisements for cars on Connected TV (CTV) using their mobile or desktop devices. To learn more about a specific car, they may browse online through OpenWeb to gather information about the car’s engine, features, and other details. 

Additionally, they may ask for recommendations or advice from their friends on social media platforms like Meta to gain insights from other people’s experiences. By using multiple devices and platforms, the person can make a more informed decision when choosing a car that suits their needs and preferences.

This is where advertisers can leverage the situation to reach their target audiences at the right time and place when those audiences are most likely to be receptive to their ads and engage with them. 

Contextual advertising is a powerful tool in the automotive industry, as it enables brands to understand the context of a webpage and tailor their advertising message accordingly. This can capture the customer’s attention at the right moment and potentially influence their purchasing decision. By leveraging contextual data and creating relevant and engaging ads, brands can make an impact and connect with potential customers in a competitive and challenging industry.

Maximizing Advertising Relevance with Mirrors’ Hyper Contextual Advertising

Silverpush’s flagship product – Mirrors is an AI-powered hyper-contextual technology that watches and listens (word-by-word), allowing you to target audiences with both precision and scale-ultimately driving better brand outcomes.

It ensures that your messaging reaches your users, during key decision-making moments which further amplifies the message and taps into users’ current state of mind. Thus, driving higher performance and efficiency for some of the largest auto brands in the world.

One of our major auto brands benefited greatly from our next-gen hyper-granular context targeting powered by AI to leverage what auto consumers are watching on YouTube and drive trust and personal connection with a captive audience.

Plan an Omnichannel Marketing Strategy with Mirrors

Mirrors, the next-generation AI technology, offers brands a multi-platform solution to advertise across various channels, thereby extending their reach and amplifying their marketing efforts.

1. Open Web

Targeting audiences based on website content. Mirrors can also display ads based on the content of the user’s website. For example, if a user is reading an article about eco-friendly cars, contextual advertising can display ads for hybrid or electric cars.

2. YouTube

~ 90% of global shoppers surveyed say they discovered new brands or products on YouTube and 40% say they have purchased products they discovered on YouTube. Watch time of car videos on YouTube has grown by more than 65% in the past two years. When looking to buy a new car, consumers often turn to video research. Auto marketers can use this opportunity to reach potential buyers who are actively considering a purchase, even if they are not familiar with their product. Over 75% of auto shoppers say that online video has influenced their shopping habits and purchases.

3. Meta

By leveraging Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP) models, Mirrors carefully selects and processes brand-safe Facebook pages to extract contextual signals that enable the delivery of real-time, in-the-moment ads with exceptional performance. This advanced technology empowers brands to serve highly relevant ads while ensuring brand safety on Facebook.

4. Connected TV (CTV)

Mirrors analyzes content, creates custom ad segments, and uses semantic analysis to display ads in premium and relevant CTV video inventory, avoiding misplacement based on user emotions and behavior.

Exploring Real-World Use Cases of Mirrors

1. How Mirrors Helped an Automotive Brand in Competitor Conquesting

An automotive car brand leveraged Mirrors’ AI technology to identify cues related to key features of its competitors’ vehicles across different segments. With this information, the brand effectively targeted YouTube content containing these cues and seamlessly insert their brand messaging. By utilizing Mirrors, the automotive car brand efficiently and strategically reach its target audience while also gaining a competitive edge over its rivals.

2. Mirrors Enabled an Automotive Brand to Achieve Complete Brand Safety in Ad Display

Our client, an automotive car brand successfully utilized Mirrors to maintain brand safety while advertising on digital platforms.

Mirrors’ pre-defined visual and audio context identification allowed us to exclude videos that did not align with our core values. By conducting analysis, our AI became even more selective about when and where to block content, thus ensuring the perfect balance between brand protection and suitability.

Our brand safety standards, fully aligned with industry standards such as GARM, COPPA, CCPA, GDPR, and LDA compliance, were enhanced without over-blocking. Thanks to Mirrors, the automotive car brand effectively maintained brand safety while simultaneously maximizing our reach and engagement with our target audience on YouTube. 

3. Automotive Brand Utilizes Analysis for Contextual Ad Placement

Mirrors helped an automotive brand reach and engage with its target audience interested in automobiles. By leveraging their competitors’ brands through trigger identification based on brands (of Hyundai, Chevrolet, Nissan, etc.), brand ambassadors, influencers, car-tech reviews, automobile showrooms, test drive videos, and more, Mirrors maximized the brand’s exposure in the market.

Through Mirrors’ advanced AI technology, the visual triggers were analyzed and ads were at the right place and moment, effectively targeting the relevant audience.

How Can Brands Benefit from Mirrors’ Hyper Contextual Advertising Technology?

Get Started With An Omni-Channel Marketing Strategy for Your Automotive Advertising

The greatest challenge for marketers in the auto industry is driving users through the often lengthy path to purchase. Since people today are online on a variety of devices, and using a variety of channels, it’s crucial to have coverage across multiple digital environments. 

Multi-channel targeting enables advertisers to reach users across different platforms and channels. This helps a campaign achieve greater reach by capturing users wherever they are online. 

Ready to drive auto advertising performance? Fill out the form on your right and your Silverpush representative will contact you soon with more information on how to get started.

CTV advertising is growing in popularity and so should your brand. If you’re not using this platform already, you’re missing out on a major opportunity. Read the blog to know why.

In 2022, CTV ad spending in the United States was expected to amount to roughly 19 billion U.S. dollars, marking an increase of 33 percent from the previous year.

This growth is only expected to continue in the coming years, as more and more consumers shift from traditional TV viewing to streaming on connected devices. 

According to a report by eMarketer, CTV ad spending in the US is expected to reach $27.8 billion in 2024, representing a compound annual growth rate (CAGR) of 20.8% from 2020 to 2024.

The rise of CTV advertising presents a significant opportunity for advertisers to reach consumers with targeted and engaging ads more measurably and cost-effectively than traditional TV advertising. 

Additionally, CTV advertising offers greater flexibility and control, allowing advertisers to adjust their campaigns in real-time based on performance data.

However, as Connected TV advertising continues to grow in popularity, it will be important for advertisers to address the challenges and opportunities that exist in this space. 

Challenges of CTV Advertising

CTV (Connected TV) advertising has been growing rapidly in recent years, but it still faces some challenges. Here are some of the challenges of CTV advertising:

1. Fragmentation: There are many different platforms and devices that consumers use to access CTV content, which can make it challenging for advertisers to reach their target audience efficiently.

2. Ad-blocking: Just like with traditional digital advertising, many viewers of CTV content use ad-blocking software, which means that advertisers may not be able to reach their intended audience.

3. Limited targeting: While CTV advertising offers some targeting capabilities, such as targeting based on location or device type, it is still more limited than other forms of digital advertising.

4. Measurement: Measuring the effectiveness of CTV advertising can be difficult, as there is no standard method for tracking viewership across different platforms and devices.

5. Ad fraud: Like any form of digital advertising, ad fraud can be a problem in CTV advertising. This can include things like fake impressions or click fraud.

6. Cost: CTV advertising can be more expensive than other forms of digital advertising, particularly if advertisers want to reach a wide audience across multiple platforms and devices.

What are the Benefits of CTV Advertising?

CTV advertising presents several opportunities for advertisers, including:

1. Highly targeted advertising: CTV advertising allows advertisers to target their ads based on specific audience demographics, interests, and behaviors. This helps advertisers deliver more relevant ads to viewers, increasing the chances of engagement and conversion.

2. Improved measurement and analytics: CTV advertising provides advertisers with access to detailed metrics such as ad completion rates, viewability, and engagement rates. This enables advertisers to track the effectiveness of their campaigns and make data-driven decisions to improve future campaigns.

3. Increased reach: With the growing popularity of streaming services, CTV advertising offers a massive and growing audience that can be reached by advertisers. According to eMarketer, there were 195.1 million CTV users in the US in 2021, a number expected to grow to 204.2 million in 2022.

4. Reduced ad fraud: CTV advertising provides better security and transparency than traditional TV advertising, as it is easier to detect and prevent ad fraud.

5. Cost-effective: CTV advertising can be more cost-effective than traditional TV advertising, as it allows advertisers to target specific audiences more precisely, which can reduce wasted ad spend.

6. Access Extensive and Premium Inventory: Advertisers can tap into the extensive CTV advertising inventory offered by over-the-top (OTT) services through open exchanges or private marketplace deals. BasisTV+ provides access to 93% of US smart TVs.

7. Create a Personalized and Omnichannel Experience for Consumers: To create a personalized ad experience, targeting strategies can be used along with an omnichannel approach. When buying a product seen in an ad, it may have been encountered through various channels like Instagram, Google search, or a video ad during a Hulu binge-watch.

Last Words

As CTV advertising continues to grow in popularity, it will be important for advertisers to stay up-to-date with the latest developments in technology and tactics to make the most of this advertising channel. By using targeting strategies, an omnichannel approach, and taking advantage of the benefits of CTV advertising. Advertisers can create a personalized and intentional ad experience for their target audience with the help of Silverpush’s AI-powered hyper contextual technologies, Mirrors built for CTV.  Mirrors ensure all your ads are displayed on premium content and brand-safe CTV video inventory after they are enhanced contextually. To know more about how you can make the most out of CTV with Mirrors, fill out the form on your right and a member of our team will soon contact you.

In 2023 expected data collection from the first-party and zero-party is 118 zettabytes.

Data is the backbone of modern marketing, providing brands with valuable insights into consumer behavior and enabling them to craft targeted campaigns that resonate with their audience. 

However, the landscape is rapidly changing, with evolving privacy policies making it increasingly challenging to collect and utilize data in a manner that respects user privacy.

This new reality has given rise to contextual advertising, which offers a less invasive approach and is better aligned with evolving consumer preferences. 

Also, inclining advertisers toward the first-party and zero-party data. By leveraging first-party and zero-party data, brands can still gain a deep understanding of their audience and create campaigns that deliver better results while abiding by the user’s privacy.

It’s interesting to note that contextual advertising is expected to witness significant growth in the coming years, with worldwide ad spending projected to reach 228 billion US dollars by 2023. One of the main drivers behind this growth is Google’s plan to phase out third-party cookies, which have traditionally been the cornerstone of behavioral targeting.

While third-party cookies have been an effective tool for advertisers to target consumers based on their browsing behavior, there has been growing concern over user privacy and data protection. As a result, privacy-focused browsers like Firefox and Safari have already blocked third-party cookies over a decade ago.

Explore the Alternatives for Third-Party Data Targeting

The advertising industry has entered an experimental era. Marketers use the hit-and-trial advertising approach. They have incorporated contextual advertising into their behavioral targeting and have begun to favor first-party and zero-party data.

But what are Zero and First-Party Data? 

When information is shared with the intention and acknowledgment of the user it is zero-party data. This type of data includes customer preferences, interests, and opinions. Zero-Party Data can be collected in the following ways.

1. Surveys and Questionnaire: Brands ask questions or perform a survey to know the interests and opinions of the audience. For example, Nike surveyed to know which is the audience’s favorite shoe type among Air Force, Air Max, and Air Yeezy. This survey will give a fair idea about the audience’s interest in their product and with further analysis, Nike can target specific shoe ads to the specific user demographic.

2. Interactive Experiences: Companies can offer interactive experiences, such as quizzes or polls, that require customers to provide information about themselves. This can be a fun and engaging way for customers to share information with a company.

3. Contests and Giveaways: This way brands can easily promote themselves and collect the user’s data. For example, An FMCG brand posted a giveaway on Instagram where the user had to enter their details and tag 3 more people in the comment section. Through comments, the brand could get a large audience base and details of some users. Zero-party data is valuable because customers provide it voluntarily when they want to engage with a company.

According to 85% of marketing company respondents, zero-party data is essential for delivering effective tailored experiences. First-party data is passively collected by the brands. This data can include customer names, email addresses, purchase history, and website browsing behavior. The different methods through which first-party data can be collected is:

1. Website Analytics: Companies can use tools like Google Analytics to track website visitors and their behavior on the site, such as what pages they visit, how long they stay on each page, and whether they make a purchase.

2. Customer Relationship Management (CRM) Systems: Companies can collect information about their customers, such as their contact information, purchase history, and preferences, through their CRM systems.

3. Loyalty Programs: Companies can collect data on their customers through loyalty programs, which can track purchase behavior and offer personalized recommendations and promotions. First-party data is valuable because it helps companies understand their customers and provide more personalized marketing and customer experiences. 

What’s the Key Difference Between First-Party and Zero-Party?

The key difference between first-party and zero-party data is the method of data collection. The method of data collection impacts user engagement and accuracy. 

1. User Engagement: User engagement is much higher with the brand in zero-party because the consumer is directly engaged and has been sharing their information with consent. On the other hand, first-party data is passively collected. The data collected is based on the user’s interaction with the brand. 

2. Accuracy: First-party data will involve analytical tools, to get precise information. The data is collected on behavioral targeting strategy which implies the use of analysis at the end. Whereas, the data provided by the user will be correct because the user wants to engage with the brand and wishes to avail the value provided by them in exchange for their information. 

Conclusion

Overall, both types of data are valuable for companies as they allow for better understanding and targeting of customers. However, zero-party data is more likely to result in high-quality, personalized customer experiences as it is based on direct input from customers themselves. Another reason that would lead to the rise of zero-party data would be the consent of the user. Every day people are becoming conscious of their information which has already led to the phase-out of third-party data. Since the information gathered will be with the consent of the user, the privacy issues would be eradicated. 

As third-party cookies crumble, AI advertising is gearing up for its time in the spotlight – get ready for the rise of the machines in the ad tech industry!

The importance of third-party cookies can be well understood by digital marketers who rely on these small pieces of information to serve personalized ads to their audiences. 

The usage of user data without their consent or knowledge has sparked significant debates surrounding consumer privacy, with users, legislators, and companies all expressing concerns about the potential impact on individual confidentiality.

Although cookies have been valuable for advertisers and marketers, their usage is now being closely examined as users demand more control over their online data, and companies face increasing pressure to prioritize consumer privacy. Major web browsers like Mozilla Firefox and Safari have already banned third-party cookies, and Google Chrome will soon follow suit.

To navigate the post-cookie world, advertisers will need to explore alternative options like Artificial Intelligence (AI), which is likely to replace cookies. AI-powered contextual advertising has emerged as a powerful tool for innovation, with companies using it for management, robotics, and marketing.

What Challenges are Faced by Marketers Due to Third-Party Cookies?

Ad tech companies often use a technique called fingerprinting to track users and deliver personalized ads. Fingerprinting relies on third-party cookies to generate user-specific browser ID tags.

When a user accesses a website with a cookie-based ad, a tracking pixel embedded in the ad collects the user’s browser tag and sends it to the advertiser’s server. Ad tech companies then use this information to develop user profiles and track browsing history, purchases, and other personal information.

However, users often have little knowledge of what personal information is collected and have limited control over preventing unwanted data collection unless they manually disable cookies on their browsers.

Eliminating the Use of 3rd Party Cookies

As privacy concerns grow, more companies are opting out of using third-party cookies. Major web browsers like Safari and Firefox have already blocked cross-tracking third-party cookies, and Google plans to phase them out on Chrome by 2024 to address user demands for greater privacy, transparency, choice, and control over their data.

Advertisers, who rely heavily on third-party cookies for data collection, will be significantly impacted by this change and must find new ways to access similar sets of data.

The most comprehensive data regulation to date is the General Data Protection Regulation (GDPR), which came into effect in 2018 within the European Union. It has set a high bar for data protection standards globally, as it emphasizes the importance of user consent and data transparency, putting greater control over personal data in the hands of users.

The Future of AI Advertising: Moving Beyond Third-Party Cookies

With the phasing out of third-party tracking cookies, advertising agencies are turning to contextual advertising as a strategy for targeting users based on their online experience categories, rather than behavioral advertising. Contextual targeting is being seen as a brand-safe, future-proof, and successful cookieless targeting option.

According to market data, the global contextual advertising market is predicted to reach $376.2 Billion by 2027, indicating the increasing popularity of this strategy. 

Companies worldwide are redirecting their marketing resources toward developing a strong contextual strategy to adapt to the changing landscape of digital advertising.

Statistics that highlight the importance of contextual advertising:

1. Context is so powerful that 49% of brand marketers are looking to contextual advertising to replace cookies.

2. 79% of consumers are more comfortable seeing Contextual than behavioral ads.

3. Between 2020 and 2027, contextual advertising spending is expected to grow 13.3 percent annually.

4. 49% of US marketers surveyed are using contextual marketing today.

5. In the UK, 32% of marketers use contextual marketing, while 36% use demographic targeting.

Silverpush Leads the Way in AI-Powered Contextual Advertising for a Cookieless Future

As the digital advertising industry transitions to a cookieless future, contextual targeting is emerging as a powerful solution for advertisers looking to engage with their target audience. 

Silverpush, one of the leading ad tech companies in the world recognized the limitations of third-party cookies years ago and developed their AI-Powered solution, Mirrors, which has been providing contextual advertising solutions on platforms like YouTube, OpenWeb, Meta, and CTV since 2012.

Mirrors use privacy-safe and contextual targeting solutions to deliver personalized ads to the target audience without relying on their data. 

What Makes Mirrors Unique?

Mirrors’ AI-powered technology identifies key contexts and other factors for more precise targeting. Its unique custom identifying capabilities ensure that reach is not duplicated, and a unified approach is used for content-aligned ad placement, brand safety, and custom brand suitability.

The ads are placed in a brand-safe environment and are relevant to the brand, ensuring a positive and effective advertising experience for both the advertiser and the audience.

If you’re interested in learning more about how Silverpush can help you prepare for the cookieless future and advertise successfully, fill out the available form on the right and our team will reach out to you.