While Google’s choice to phase out third-party cookies might seem like the end of an era, it’s important to note that identity degradation within the digital landscape has been playing a significant role in the diminishing effectiveness of ad targeting and personalization for years.
Considering that cookies are already displaying decreased reliability even before Google phases them out, how can e-commerce brands continue to establish meaningful connections with their relevant audiences?
At Teads, we have built a robust contextual taxonomy for product suitability that provides a granular and personalized approach, even in the absence of cookies. This means that e-commerce brands can target specific products and categories, and provide more tailored and relevant advertising experiences.
Teads’ contextual targeting is strategically designed to capitalize on context by delivering ads at the optimal time and place for receptive consumers. By utilizing insights tools like the Teads Media Barometer to identify moments of heightened receptivity, Teads can help e-commerce brands ‘own the moment’ during peak shopping periods such as Black Friday weekend or back-to-school season.
But while understanding the context of a reader’s interests is pivotal, an effective contextual strategy involves more than just presenting an ad that matches the immediate topic, or moment, at hand. For instance, it would make sense to show an ad for fishing hats to someone reading an article about fishing, but at Teads, we can take things a step further by recognizing that fishing is intricately connected to many other themes including camping, travel, photography, and more. By grasping these interconnected contexts, we can extend our client’s reach and ensure precise ad placements to create a dynamic advertising experience that resonates beyond the surface.
This strategic approach not only maximizes ROI but also fosters profound connections with intended audiences, as demonstrated by the compelling results of previous Brand Pulse Tests in which identified ad recall surged by 56% in contextual environments, while message association and consideration both saw a boost of 43%, while purchase intent grew by 7%. Moreover, all branding key performance indicators (KPIs) were elevated by an impressive 35%.
Through astute contextual activation and a steadfast focus on moments of receptivity, Teads has reimagined how e-commerce brands can excel on the Open Web. By working alongside Teads and harnessing the power of contextual advertising, e-commerce brands can radically reshape how they connect with audiences.
Jon Davis, Head of Commerce, NA, Teads