The decline of cookies is one of the issues that brings marketers upside down and that has been dominating the agendas for the last few years. Although the blackout in the Chrome environment has been delayed a year, this does not mean that marketers are still concerned about its scope and how they will manage to cover what the end of cookies leaves empty.
They will continue to have to segment advertising and reach audiences in the most effective way, something that will necessarily imply finding new ways to achieve this. In these new ways, what is happening is a revival of the classic.
Marketers are rethinking the potential of traditional methods of serving online advertising, and contextual advertising is on for a revival. The market is once again receptive to the classic format that inaugurated how advertising was sold on the internet.
But the return of contextual advertising does not mean that it will do it as it was in 2003. Things have changed a lot since then and the market has developed new tools and new techniques that allow us to significantly improve how these ads are served and how connects with audiences. Contextual advertising will experience a return, but it will do so in a completely different way than it was.
At the end of the day, as much as it is a return to something that already existed, contextual advertising will also have to face the challenges of today’s advertising and consumer expectations.
Enhanced by artificial intelligence
As explained in an analysis published by The Drum , contextual advertising will return by applying the benefits of certain tools and discoveries that marketers have been fine-tuning in recent years. For starters, contextual advertising will use artificial intelligence to better understand context and what types of ads it should (or shouldn’t) serve.
AI is getting closer to natural language, managing to better understand nuances. Therefore, it is able to understand the feelings that a page gives off and the aspect of the content. This helps the ad targeting to be much more refined.
It seems unlikely that the mistakes of those early 2000s will be repeated, when contextual advertising could lead a tourism company to advertise travel deals in news about plane crashes. In fact, all these advances will allow contextual advertising to function in environments in which it originally could not fit. For example, you can also process audio or video information, in a similar way to text.
And also for the emotions
All of this will also make advertising much more emotional. That is, technology will be much better able to read the clues and nuances and adjust more to the emotions that a content can arouse and how that will lead to the reaction to the ad.
Even in matters of context, not only the content of the article will be taken into account, but also elements such as the time, the general local news or the time that has changed how the recipient of that information and that announcement feels. The emotional profile of the consumer will be much more adjusted and refined, which will allow to connect much better with them.