As of June 2022 we are, in all likelihood, looking at the deprecation of the cookie over the next 12–18 months. From our own discussions with publishers and articles published in AdTech publications, many publishers are still struggling to find cost-effective solutions or create strategies to prepare for the “cookie apocalypse”.
Every member of our senior team has worked on the publisher side in the past. We know and understand the struggles that publishers have to continually go through with never-ending cycles of Google algorithm updates, Facebook news feed updates, GDPR challenges and now — the death of the cookie.
We are committed to creating solutions for publishers that aren’t focussed solely on squeezing every last drop of revenue out of each publisher we work with. Absolutely, we have to create a profitable company but we also need to be helping create profitable publishers as without them — we simply won’t survive.
About 12 months ago, we started conceptualising and creating our contextual product for publishers but we faced many challenges.
The structure and segmentation are key. In the following example, if you are a news site and you have Politics, Lifestyle, Motoring etc sections, you can;
/motoring/*
to select any of your pages on your site containing ‘Motoring’ contentVehicle
Tesla*
From this, you could create an Audience called Motoring — Tesla
with the key-value pair of motoring=tesla
. This audience is pushed into your GAM every time a URL and our contextual on-page intelligence is matched, giving you and your advertisers hyper-specific advertising across your publisher websites.
Not only can these audiences be used in your direct campaigns but on PMP (Private Auctions), Preferred Deals, Programmatic Guaranteed with key-values pushed in the Prebid too.
To provide this service, our Content Ignite (CI) tags need to be used. CI, by default, serve GAM ad units to page but our tags provide these extra features that GAM doesn’t provide ‘out of the box’.
One thing we pride ourselves on at CI is the choice, transparency and control we provide our publishers.
The death of cookie is on the horizon but it needn’t be scary.
We strive to create a product that works for any publisher of any size. It doesn’t matter if you have no developers, 1 developer or 10. You can put 1 script down on page and the monetisation and GDPR-compliant possibilities are endless.
We fully believe that publishers should have the ability to be fully in control of all aspects of monetisation on their site. In conjunction with that belief, we have built a contextual solution which provides that same choice, transparency and control.
Whilst in beta, we aren’t charging our publishers for our contextual solution. We are looking to gain as much feedback as possible from publishers (and advertisers, agencies & brands). Feel free to reach out at https://contentignite.com/contact-us if you want to learn more and partner with CI during this beta period.
At CI, we fully believe in the Seller Defined Audiences initiative from the IAB and we will endeavour to support this by creating pre-defined audiences that match the taxonomy in the coming months.
https://www.iabuk.com/news-article/iab-tech-lab-releases-seller-defined-audiences
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