Data privacy has become a hot topic in recent years, and not just within the industry. Consumers are increasingly becoming more concerned with the way their data is collected and used. In response, there have been new regulations and software updates rolled out to meet those concerns.
Now, Google has announced that by the end of 2023, they will end the use of third-party cookies on the Google Chrome browser. The removal of cookies posits a unique challenge for the digital advertising industry, and with that challenge comes new opportunities.
The State of Digital Video
Consumer behavior has changed rapidly across all digital platforms. It’s not just about data. Consumers expect brands to deliver amazing experiences. Many of these consumers want the experience to start with video content. In fact, studies show that 53% of consumers want more video content from the brands and businesses they support.
People are also more likely to pay attention to video compared to other mediums. Traditionally, however, digital advertising has relied on third-party data for the measurement and delivery of video ads.
Without cookies, how do we meet the demand for video and get it in front of the right consumers? Contextual advertising.
Contextual advertising allows brands to reach consumers in the right place, at the right time, with the right message. For example, if someone is watching a beauty guru do their daily makeup routine, it makes sense to place ads for things like face wash, mascara, makeup brushes, etc., rather than place an ad for the latest horror movie or kitchen gadgets.
When the consumer’s interest is already in a place to receive the brand’s message, it can create real lift and impact. It’s a way to create ad experiences that are personalized without being intrusive.
Gain Deeper Insight with AI and Machine Learning
Contextual targeting uses artificial intelligence (AI) and machine learning to develop a near human understanding of content. By leveraging AI and machine learning to process keywords and phrases, content types, and media channels, contextual advertising tools can deliver the most relevant ad experiences.
The further we move away from cookies, the further we’ll move towards these contextual tools.
In addition to moving towards contextual advertising, the industry also needs to look towards new ways of measuring performance. Again, AI and machine learning might just hold the answer.
Solutions like KERV Interactive were built with the future in mind. KERV’s patented technology uses AI and machine learning for the most precise object-level identification, along with a well developed contextual identification library. This makes it possible to turn any object, logo or talent in a video into an interactive opportunity, while ensuring content owners will have future-proof solutions in contextual targeting.
By merging these interactive experiences with proprietary, object‑level data, KERV provides clients with unique insights into their videos’ performance. In addition to standard metrics, KERV tracks over 15 proprietary, action-based data points. These include…
- talent identification
- live text
- time spent with an object
- brand logo clicks
- total interactions
…among a multitude of others.
Make an Impact with Interactive Video
Innovation often follows on the heels of challenges. For the digital advertising industry, a cookieless world is one with all new possibilities. As we leave cookies behind, brands will need to pivot their strategies to continue delivering the content consumers want to see.
To do this, they’ll need partners who can help them deliver relevant and memorable experiences, especially with video.
Ready to revolutionize brand video strategies, create powerful, interactive experiences and gain new insights into your audience and content performance? Give KERV a shout.