As experts in effective digital targeting, KC is always considering the changes in the media environment. Today, we look at Google’s new privacy initiatives and the many ways we’re already connecting our clients with relevant audiences while maintaining user privacy.
First, a Little Background
4 Ways We’re Still Able to Connect
1st party data.Online users are likely to be more accepting of cookies from websites they intentionally visit versus third-party cookie data that is sold to advertisers. In addition to improving a user’s web experience, we’re able to use 1st party data to retarget users who have recently visited a client’s website and re-message them with other relevant product ads or offers.
Contextual targeting. In some cases we’re able to build a contextual targeting strategy which allows us to place ads adjacent to content that contains a high-density of keywords that are relevant to our client’s products or services. In this case, we assume the content qualifies the reader as a potential customer and we are less reliant on user/cookie data.
Private marketplace.Some of our best performing campaigns are in partnership with high-quality publishers that have a high composition of readers who are aligned with our clients’ core target audiences. In this instance, the content might qualify the user or the publisher’s own data might provide additional layers of relevant targeting.
Location.We’re often utilizing geo-fencing tactics to reach users at a specific time and place like an event, tradeshow or retail location. Different types of mobile targeting is based on IP address or GPS location. In some cases we’ve even targeted the employees of a specific company at their offices.