Podcast ads can be a blueprint for cookie-free advertising


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This article was contributed by Jonathan Gill, founder and CEO of Backtracks.

Keyword-based advertising has long been a staple for marketers looking to engage with customers. Simply put, when consumers search for products, services and more online, they have a set of words, terms and intent in mind and anticipate that the results of their keywords and search terms will match what they are looking for. Internet advertising is based on this concept; however, a few additional ingredients have been added over time regarding personally identifiable tracking.

Parts of the internet advertising industry have been built on a stockpile of surreptitiously collected personal information and cookie data trading that consumers often didn’t see, but the tide is shifting in federal and consumer confidence – now this kind of tracking is seen as an insult of privacy.

With an increased focus on consumer privacy and a decrease in the availability of cookies for targeting, advertisers fear they face a growing challenge. But are they really? There is even a country where cookie-based advertising never existed, which thrives on the core tenets of the early days of internet advertising that match keywords, context and results to improve consumers’ lives.

Does deleting cookies affect advertising efficiency?

Many platforms that act as search engines have built-in advertising tactics that increase and match user expectations with the external aim of increasing the number of relevant results. While seemingly contradictory to the modern principles of advertising, this process does not require an invasion of users’ privacy with regard to data, sales/resale, and trade. If you remove cookies and personally identifiable information, but keep an understanding of the content, keywords and advertisements, the search results will largely remain the same. If this article is about topic X, or if you bought a car last year, does this change the topic or keywords of the article or is it irrelevant? It’s true that cookies can impact cross-platform capabilities (especially in word-based advertising), but it turns out that’s not the crisis many feared.

Audio and podcasting: a medium without cookies

Podcasting is one of the fastest growing media formats: IAB projected that podcast advertising revenue would reach $1 billion by 2021 and double to $2.2 billion by 2023; it happens to be an ad-supported medium; and according to a neuroscientific study of Pandora radio, the long-term retention of audio ads by consumers is 36-39% stronger compared to video ads.

Podcasting is surprisingly based on longstanding and open standards for technology such as RSS and built in a way that was not cookie dependent. In fact, when consumers listen to podcasts in most listening apps and platforms, cookies used to track users cannot be activated. Initially, the inability for audio and podcasting platforms to use cookies was considered an obstacle to advertisers and monetization, but the opposite has been proven.

A new take on cookies

In podcast advertising, there is a better understanding of who the audience is, coincidentally turning back the core principle of delivering value early by providing contextually relevant keywords and concepts between ads, content and the audience. Podcasts and spoken word depend on accurately tailoring ads to their audiences. Additionally, audiences prefer contextually relevant ads, which in turn increases overall podcast loyalty as it becomes increasingly apparent when they receive ads based on data tracking. This is evident from the 4.4x podcasting ad reminder compared to other forms of digital advertising. As a result, many large companies, including Google G Suite, are willing to test cookie deactivation, especially as brands discover that the once-central tool is neither necessary nor a primary contributor to monetization.

What can advertisers learn from podcasting?

Podcasts are a great example of why contextually relevant ads are an important part of advertising strategies. For marketers and advertisers to be successful in this area, they must leverage cohesive audience segmentation efforts and in-depth content analysis. This combination, which requires extra effort, places ads efficiently and meets the expectations of the target audience.

Easy sharing of relevant ads leads to a warmer response from users. Therefore, it is important to minimize the realization of cookie-based ad placement. To ensure and maintain a positive/neutral response to ads, it is essential to place ads that naturally blend into the original content.

Essentially, cookie-less ad data is just as relevant as cookie-driven data – depending on the platform it’s applied to and the type of audience. In order for the data-constrained audio industry to satisfy advertisers and audiences alike, it’s critical as a publisher to understand the industry’s key differentiators, as well as how they create them. to get around when it comes to advertising.

Jonathan Gill is the founder and CEO of walk back.

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