Programmatic advertising: What challenges and opportunities will it bring in 2022?

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Programmatic advertising has gained momentum in 2021 and is expected to continue the same trend in 2022. With Google announcing the elimination of third-party cookies (postponed to 2023), companies began to generate tools and resources that would enable a more personalized impact on their audience.

It is in this context that IAS comes in, a company that list of shandong cell phone numbers has focused in recent years on personalizing audience messages for its clients. For this reason, at MarketingDirecto.com we have contacted Benito Marín, Senior Manager, Customer Success for Spain and Portugal at Integral Ad Sciene , to give us his opinion as an expert on the subject.

1. With the new changes that the disappearance of cookies will bring, how can marketers prepare?

The debate over finding a future-proof solution to the impending demise of cookies has revolved around the balance between protecting privacy and the need for return on investment.

With Google’s announcement to delay the phase-out of third-party cookies, marketers have even more opportunities to be proactive and prepare their strategies for a cookieless world . Along these lines are contextual solutions, which help ensure that a brand can better control the content its ad appears next to with greater precision than a keyword-only approach would.

By employing sophisticated contextual and semantic analysis technologies, brands can avoid having all risky environments blocked and continue, for example, advertising on sites that feature caring human stories within news about the pandemic. Ultimately, this allows advertisers to avoid appearing next to inappropriate content while also supporting quality journalism.