The internet marketing world is facing crucial changes as GDPR takes full effect and similar privacy protection laws take are taking force in many parts of the world. How can marketers cope with the new realities and react to the imminent death of third-party cookie tracking?
These topics were discussed in January when our CEO and co-founder Kai Henniges joined the many prominent and brilliant speakers at Worldwebforum in Zurich. Kai’s appearance was part of a two-day program filled with thought-provoking tracks and appearances by minds such as former German left-wing protest leader and foreign minister Joschka Fischer, Metallica star musician Lars Ulrich and Extinction Rebellion co-founder Roger Hallam.
video intelligence’s head manager joined a panel titled “How to succeed with programmatic in a post-GDPR world” – and made strong points in favor of contextual targeting. While some may confuse contextual’s long legacy with being outdated, it became clear that the opposite is true. Contextual targeting is a proven and accepted method to reach web and mobile users and achieve meaningful marketing delivery. “Contextual targeting offers a very elegant solution for post-GDPR marketing”, Kai argued. “Contextual means that we create something like a personal, unique user experience without tapping into any of the user’s private data. This is what has worked on the web for ages, and it is what we are doing at video intelligence to serve contextually relevant videos and advertising that match the editorial context they’re in.”
The panel featured Rui de Freitas from Ringier, Jessica Barnett from the Financial Times, Joël Meier from Webrepublic, Thierry Pool from Credit Suisse and Moritz Schneider from Hoy Advertising Technology. Looking at tougher regulations and new, tougher policies announced by browser companies, Kai was in the perfect spot to highlight the virtues of contextual.
Empowering radical change was the headline slogan of this year’s Worldwebforum. GDPR and similar regulations are forcing a radical change in programmatic and the broader world of internet marketing. It’s a change for the better. And context offers all the tools to create positive, privacy-safe models of creating valuable advertising experiences.