In the wake of the recent privacy and data regulations, such as GDPR, CCPA, and ITP 2.2, cookie-based tracking for online advertising has become increasingly difficult. As a small business owner, you may be wondering what this means for your programmatic advertising strategy. Does this mean that you must abandon programmatic advertising altogether? Absolutely not! Let’s take a look at what programmatic advertising is and how it can still be used in an increasingly cookie-less world.
Programmatic advertising is the automated buying and selling of digital ads using software instead of manual processing. This process eliminates the need for salespeople to manually negotiate ad space on behalf of their clients or companies they represent. Instead, through real-time bidding (RTB), advertisers can purchase ad inventory from multiple ad exchanges with just one click of a button. Programmatic buying allows advertisers to reach their target audience more efficiently and quickly than ever before. It also helps them optimize their campaigns by eliminating wasted impressions or clicks on irrelevant ads.
The rise of cookie-less browsers has certainly made life more challenging for marketers who rely on cookies for tracking user behavior across multiple websites. However, there are still ways to leverage programmatic advertising without cookies. For example, contextual targeting technology allows marketers to target users based on the content they are viewing rather than relying on data collected from cookies. This type of targeting allows advertisers to deliver relevant ads to users who are already engaging with content related to their product or service. Additionally, first-party data is another way to gather information about users without relying on cookies for tracking purposes. By gathering data directly from the user (e.g., an email address) through lead generation forms or surveys, you can create detailed profiles about each user that will allow you to better tailor your ads according to their interests and preferences without having to rely on third-party tracking tools like cookies.
As more people choose to opt-out of cookie tracking due to privacy concerns, programmatic advertising can still be used effectively without having to rely only on cookies for user data collection. These new tools will help ensure that your ads are reaching the right audience in an efficient manner without sacrificing user privacy in the process! For small businesses looking for an efficient way to advertise online without breaking the bank, programmatic advertising can still provide great results when done strategically!
