In addition, it is a misconception that you always need third-party cookies to be able to offer personalized content. Without this data, you may no longer know exactly what someone has visited or what someone is interested in. That does not mean that you no longer know anything about your visitor. Via the IP address, you can still see the geolocation of a computer – without storing data. With this information alone, you can very well advertise context-driven.
Without having a profile of someone based on third party cookies, you can advertise very targeted. It still happens too often that random advertisements are shown and advertisements appear about, for example, kitchen appliances.
Now there are enough people who search for car poland telegram data news and want a food processor. But this overlap of target group will be considerably smaller than the group that searches for car news and is interested in, for example, an affordable MOT inspection.
Then add the geolocation of your visitor to that and you know where your visitor comes from. This way you can suddenly show advertisements on your website for MOT inspections at garages near your website visitor. Without storing any form of data about your visitor, you have a very targeted advertisement.
And recent research shows that this form of advertising works. Contextual ads are seen up to 43% more than non-contextual ads. In addition, subjects were able to recall contextual ads more than twice as often as random ads.
Win-win for marketer and consumer
It takes creative solutions to shape personalized content with first-party data, but it is absolutely possible. By coming up with new creative ways to advertise with first-party data, marketers can gain an edge over competitors who are rigidly stuck on third-party cookies.
Meanwhile, the consumer data is not with a tech giant in the US, while they still see personalized content on your website. That's a win-win for the marketer and the customer.
