I am predicting the increase of contextual based marketing due to the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) and a decline in behavioral marketing effectiveness in 2020. In the wake of GDPR/CCPA – and, as rumors circulate about the future demise of the cookie – it seems that there’s no better time for brands to harness the power of contextual targeting. With contextual targeting, we can deliver marketing messages to consumers when we know they’re in a particular situation or frame of mind, and therefore take much of the guesswork out of advertising. This approach gives brands a chance to engage with specific, and receptive, audiences – ultimately leading to improved accuracy and a more impressive return on investment. Looking beyond GDPR and the CCPA, the global use of ad blockers has increased in the past five years to more than 200 million users. Apple has also released another version of its anti-tracking update (ITP or Intelligent Tracking Prevention), this time affecting first-party, as well as third-party, data cookies for Safari web users. It’s only going to get worse. In this new environment, audience-based targeting strategies are at risk. Within this whirlwind of change, media planners and brands are seeking alternatives to reach their targets in an effective way. This is where contextual targeting will make a huge comeback.
Alex Hood, Chief Technology Officer
This blog is part of our 2020 Marketing Predictions series. To see the full playlist, click here.