Digital performance agency Roast has partnered with inventor of native video advertising Teads to produce an in-depth study into the power of contextual targeting and the opportunities it holds for brands and advertisers post GDPR.
The enduring effectiveness of contextual targeting whitepaper stated that, by using a carefully curated white list, contextual targeting can be run that will perform as strongly as a media buy using a third party data overlay. Using a complex ranking methodology pre-campaign, the two companies examined contextual buys, taking into consideration site speed, ad density and other factors versus a third party data overlay buy.
Lucy Cunningham, head of mobile and display at Roast said: “We know GDPR will disrupt the very basis of the programmatic audience buying we’ve become accustomed to – the data that underpins it. Cookies and IDFAs are used to track individuals across the web and, previously, web browsers and mobile operating systems had allowed wide scope for them to be used as advertising identifiers. The GDPR re-categorises both cookies and IDFAs as personally-identifiable information, and therefore restricts their use, unless the user offers explicit consent.”
Amy Pearce, account director at Teads added: “Historically Teads have built a business based on contextual buys, meaning a large part of their proposition needs no change. The third party data that Teads overlays will be GDPR-verified, allowing access to users who have opted in to have their data collected and used for advertising purposes. We decided to partner together to run a piece of activity which would test our assumptions about the two main approaches to media buying.”
The report can be downloaded here.