Martech Outlook | Tuesday, July 12, 2022
Marketers can attract the target audience with an advertisement that entices the latter with pertinent messaging and content.
Cookies and personal information are not required for contextual advertising
It is no secret that consumers are reluctant to divulge their personal information—concerns about their internet privacy range from very high to extremely high among viewers. Cookies are not necessary for contextual advertising to provide relevant adverts, allowing you to target the right audience while spending their budget more wisely.
The implementation of contextual advertising is simpler
Large amounts of data are frequently needed for behavioral targeting, which necessitates the proper equipment and technology to collect it and a team to evaluate it. Contrarily, contextual advertising focuses on predictions that AI makes in light of patterns and other information, which may make it a simpler tool to utilize.
Context increases the relevance of the content
Small personalization initiatives can have a significant impact. Companies with underdeveloped personalization strategies saw sales rise and customer loyalty and engagement. Consumers place more value on relevance, believing marketers must present them with pertinent, customized offerings. Knowing this, companies should adjust their plan to account for shifting consumer preferences.
AI developments have increased context accuracy
Technology improvements have made AI increasingly adept at understanding the content of web pages and displaying an advertisement to audiences who are more likely to be interested in it, which can boost lead generation and conversion rates. By practically reducing the human effort involved in segmenting audiences by looking for patterns and learning from previous assignments, AI also relieves the team of a load of segmenting audiences.