Thank you, General Data Protection Regulation (GDPR)! Six months after GDPR came into effect, Vertis Media shares how the regulation has affected the Adtech ecosystem and its impact on Contextual Advertising.
Contextual Advertising is back
Following this new set of rules employed in May 2018 to give EU citizens more control over their data, Contextual Advertising is making its way back into the top ranks of ad-buying.
For ad buyers who do not want to take risks when it comes to targeting techniques, selecting consumers based on what they are already browsing on the net makes Contextual Advertising a safer and more intelligent choice.
GDPR’s arrival has surprisingly helped highlight just how superior Contextual Advertising is at creating campaigns that perform at higher levels due to their ability to create a contextual accuracy that works much better than heavily personalised adverts. With a stronger focus on relevance rather than personalisation, contextual advertising campaigns perform and engage better with customers.
The issue of lack of security based on insufficient knowledge on whether or not certain data effectively complied with the new GDPR legislation was solved by Contextual Advertising, which is less about personal data and more about contextual relevance.
Contextual targeting specialists like Vertis Media, consequently have not struggled to maintain demand within their platforms since the advent of GDPR. Quite the opposite: they have gained new clients.
“Contextual advertising allows us to join the dots between our client’s advertising with consumers in such a way that their data privacy is respected. Advanced analysis tools, access to premium platforms and top quality content formation and distribution opportunities give us the possibility to produce a type of digital advertising that does not involve personal data yet is relevant and finds favour with its audience”
While contextual targeting has always had a seat in the media planning boardroom, its fate always seemed to be compromised by buyers hunting for an audience-based ad targeting system, which social media sites such as Facebook has facilitated. But the possible threat of being fined large amounts for GDPR breaches, means some businesses just don’t want to take that risk.
For Vertis Media the risk doesn’t exist as it focuses on using topical categories, keywords and site-domain data to serve contextually relevant ads to visitors. The power of Contextual advertising is that is provides an insight into the reaction to a message, which in turn provides the perfect opportunity to re-evaluate the quality and focus of the content that works best. This, coupled with some creativity provides the perfect environment to position the ads aimed at an audience that is truly interested.