The Four Pillars of Optix: Advanced Audience Targeting
Advanced Audience Targeting
Although Google has decided to change its mind on deprecating third-party cookies, it is more important than ever to have a diverse range of partners to call upon when running a programmatic campaign. As a result of Google’s reversal, behavioural targeting remains a viable option for campaigns, but with other browsers having already removed cookies, visibility does remain an issue. This is why it is important for us to test alternative strategies such as contextual, first-party data and location.
Jon Mew, CEO of IAB UK, emphasises the importance of adapting to changes in digital advertising as he states, ‘The reality is that a big proportion of the open web can’t be addressed by third-party cookies already, so continuing to pursue other ways of targeting and measuring audiences is vital.’
At December19 this is one of the key pillars that we are focusing on with the launch of Optix. We know that the programmatic landscape is always changing, so being connected and utilising a range of different data providers across a variety of methods, allows us to be prepared for any future changes than might occur within the industry.
On top of this by utilising specialists within each field, we can extract the best performance for our clients. As part of this, within the platforms we look to split out campaigns by each targeting method and each audience, to ensure that we can determine what is working best.
In a world where the programmatic landscape is constantly evolving, embracing diverse strategies is the key to staying ahead and why Optix is the right thing for new and existing clients.
Ad Ops Manager, December19