Exploring new horizons, Vidverto attended the world-famous Web Summit 2024 in Lisbon. Our representatives, Kate Pylypenko, who leads media buying for the French Market, and Kseniia Maistrenko, Marketing Manager, went to connect with publishers and industry leaders, discover innovations, and bring fresh ideas.

What’s Web Summit All About?

Web Summit is often called the “world’s best tech event,” and it’s easy to see why. It’s where the brightest minds in tech, business, and innovation come together to share ideas, showcase cutting-edge projects, and discuss the future.

Initially held in Dublin in 2010, the Web Summit began as an intimate gathering of just 400 people. Continuously evolving, it became one of the largest and most influential tech events worldwide, drawing startups, established companies, and tech enthusiasts alike. In 2016, the conference relocated to Lisbon, Portugal, where it has thrived as a centerpiece of the European tech scene. 

The Highlights of Web Summit 2024

Encouraging networking and providing opportunities for collaboration, the Web Summit gathered over 71,000 participants from 153 countries. With over 3,000 exhibiting companies and 953 speakers, the summit brought representatives from AdTech, AI, fintech, healthcare, e-commerce, and other industries. The greatest ones were IBM, Microsoft, Adobe, Meta, Visa, Dell Technologies, Huawei, etc.

“Among the speakers, I particularly appreciated the intervention of Eshan Ponnadurai, Head of Meta’s Consumer Marketing. Showcasing insight from his extensive experience in Asia and the US, he emphasized how cultural diversity can increase community engagement. He also discussed the changing digital marketing landscape, drawing on his background at Meta and other tech giants such as Google and Uber to offer fresh perspectives. His approach underlines the need for authenticity in advertising, championing campaigns that resonate with the consumer personally.” – Kate Pylypenko, France Regional Manager.
At Web Summit 2024, industry leaders shared insights into AdTech and AI:

1. Find a Balance between Personalization and Privacy: Addressing privacy concerns and complying with data processing regulations becomes even more challenging.
2. Building Community and Brand Loyalty: As Don McGuire, Chief Marketing Officer at Qualcomm, mentioned: “Technology is unlocking new ways to identify and engage audiences.”
3. The Evolution of Influencer Marketing: Discussing the next phase of influencer marketing, Toma Sabaliauskienė, Chief Marketing Officer at NordVPN, noted, “The creator economy is a marketing juggernaut, and brands are taking notice.”
4. Navigating Data Privacy in Advertising: Dan Gardner, Co-founder & Executive Chairman of Code and Theory, emphasized the need to prioritize transparency and privacy while exploring new ways to engage audiences.

Key Trends: AI in Tech

Featured by keynotes, panels, workshops, and networking opportunities, the Web Summit engaged forward-looking talks on trends like AI in video production, tech predictions for 2025, and creative AI’s potential.

“Showcasing the latest tech innovations, it emphasizes AI’s transformative impact that goes beyond chatbots to a deeper understanding of its role. AI is becoming an essential part of content creation and its personalization, especially in the media industry.” – highlighted by Kuo Zhang, President at Alibaba.com.

“AI is personalizing content and customer experiences.” – emphasized Frank Cooper, Chief Marketing Officer at Visa.

“We will explore how it is reshaping creativity across the digital advertising ecosystem.” – explored Chris Caldwell, President and CEO of Concentrix.

Joining the discussions, a prominent social media influencer, Alex “Supercar Blonde” Hirschi, shared strategies for using AI tools to create a sustainable business while keeping the audience authentic and engaged.

To Sum up

Web Summit 2024 wasn’t just an event – it was an experience. It gave Vidverto new ideas, fresh perspectives, and incredible connections.

We’re excited to implement the insights Kate and Ksenia brought back and look forward to leveraging these learnings to continue delivering exceptional results for our partners and clients. See you next year, Web Summit! 🚀

Video ads are the key to additional monetization, not just for the publisher, but also for content owners. Through partnering with Vidverto, they can tap into new audiences by strategically placing videos on websites that align with the theme and geographic relevance. We act as a facilitator, uploading the videos to our content library, where they are categorized and geo-targeted for optimal distribution.

This method ensures the video content matches fitting platforms, enhancing viewer engagement and maximizing monetization potential. Here, we explore several success stories highlighting the diverse strategies and results achieved through partnership with Vidverto.

ShoTam: A Ukrainian Success Story

Over three years, ShoTam’s video content revenue tripled thanks to its strategic placement across the most popular Ukrainian websites. Additionally, ShoTam utilized Vidverto’s AI-based algorithm to deliver video content to Ukrainian publishers, targeting audiences based on location and interest. This approach increased true views by more than 30%, with about 37% of the videos being fully watched by users.

KT Drones: Universal Appeal with Global Reach

Embracing a universal theme, KT Drones’s videos resonated with audiences worldwide. By distributing videos across diverse platforms such as tomadadetempo.com.br, their revenue increased sevenfold in 3.5 years.

Nitesh Dadhich and WorldFacts: Growth in Niche Markets

Nitesh Dadhich and WorldFacts showcase the potential for growth in the Indian and Romanian markets. Over nearly five years of partnership with Vidverto, their monetization boosted up to seven times.

As shown above, content owners can significantly enhance their earnings by leveraging targeted distribution, engaging narratives, and diverse platforms, turning their passion into a sustainable business. The future of video monetization is promising, and there’s no better time to take into these opportunities. Let’s embark on this journey with Vidverto and our content library featuring categories from informative and educational to entertainment and lifestyle.

Although Rich Media ads are commonly associated with mobile games and in-app rewards, this ad format has become a potent tool for online publishers. Allowing them to diversify revenue streams beyond traditional display or video ad formats, the Rich Media format ensures increased monthly monetization by up to 50%.

To help you better understand the impact, we at Vidverto have provided the key metrics.

Win-win Deal for Publishers and Users

Rich Media Ads by Vidverto is an ad format inspired by Google that offers interactive and visually captivating content with a reward for watching, such as premium content. Meanwhile, advertisers can convey their brand message in a more impactful and creative manner, leading to an engaging user experience, higher Cost Per Mile (CPM), and revenue.

Success Cases

Romanian publishers’ success cases demonstrate its monetization potential. After implementation, their overall site revenue grew by 40%, establishing Rich Media Ads as a substantial secondary income source. 

The success of Rich Media Ads extends beyond Romania. Publishers worldwide have reported significant growths in overall website revenue and Cost Per Mile (CPM) after implementing these ads, compared to traditional ad campaigns with inRead or sticky:

• In France, daily revenue ranged from $70 to $100, outperforming video ads, which yielded 2.5 times less.
• Slovenia and Greece also reported significant shifts, with a 65 – 68% increase in Slovenia and 178% in Greece.
• In Ukraine, publishers saw a 70% growth in revenue, with CPMs being 3.5 times higher on average.
• Meanwhile, in Africa, publishers who integrated Rich Media Ads into their ad strategy gained approximately two times more revenue.

These success cases underscore the power of Rich Media Ads in the digital advertising landscape. With their ability to capture users and boost overall site monetization, Rich Media Ads are a potent tool for online publishers. 

At Vidverto, we are ready to help with seamless integration for optimal monetization growth.

Driving traffic to publishers’ websites is critical in increasing overall monetization. It involves adapting a multifaceted approach, focusing on content optimization, strategic advertising, and leveraging data. This article serves several recommendations, enriched by Vidverto’s insights, to help publishers increase their website’s traffic and revenue streams.

1. SEO Compliance and Social Media Engagement

Creating engaging content and implementing common SEO practices not only enhances search engine rankings but also boosts website visibility. Another recommendation is to constantly maintain your online presence by regularly sharing website content, participating in relevant discussions, and running targeted social media campaigns.

2. Monetization through Strategic Advertising

After optimizing the website content and setting up social media strategies, you need to focus on monetization through display and programmatic advertising. Vidverto offers expertise in selecting and implementing the most effective ad formats for your needs, monitoring performance, and providing ongoing support. 

Particularly effective ad formats are:

• Sticky: Remain fixed on the screen as users scroll. For its feature, sticky effectively achieves increased engagement and high viewability rates. This was particularly noticeable when implemented on econostrum.info, hetrik.sk, and xristika.gr, resulting in a 100% fill rate. Through this strategic implementation, Vidverto not only maximized ad space utilization but also boosted the ad revenue for these websites.
• InRead: This interactive ad format is placed directly within the body of your content. As users scroll through the page, inRead can transit into a sticky format, ensuring continued visibility and engagement. Once both formats are implemented, ad viewability and overall revenue tend to increase.
• Reach Media Ads: Unlike traditional static ad formats, this one engages users with immersive elements such as video and audio, leading to higher click-through rates and conversions. Additionally, allows advertisers to communicate their brand message in a more impactful and creative manner.

3. Optimal Ad Placement

Research indicates that ads placed just above the fold or after the second paragraph on a page ensure maximum visibility. A viewability rate above 70% is considered good, as it unlocks more advertiser demand and can increase ad revenue for publishers.

For the best performance, place two ads at the top of the page, and avoid displaying ads on non-content pages like ‘About us’ and ‘Contact’.

Furthermore, take advantage of high-engagement areas on your site by placing ads alongside them. Vertical ad units, such as 160×600 pixels, are more viewable as they stay in view while users scroll. Responsive ad units that adapt to different screen sizes can further enhance viewability, making them suitable for both desktop and mobile platforms.

4. Reducing Latency

A fast-loading website is essential, as slow-loading pages can lead to a poor user experience, high bounce rates, and ads that don’t render in time. Ads need to load with the rest of the webpage within 2–3 seconds, as users rarely wait for them.

Minimizing latency increases the chances of ads being seen, comprehended, and clicked. Tips to reduce latency include optimizing ad content, using asynchronous loading techniques, and limiting the number of ads per page (around two ads) to balance monetization with user experience.

5. Adherence to Standards and Regulations

Complying with industry standards like those set by the Interactive Advertising Bureau (IAB) and data privacy regulations is critical. Non-compliance can result in penalties, ad removal, or demotion. Common Google policy violations include accidental clicks, using bots for artificial clicks, and non-compliant ad placements.

In the context of GDPR, using a Consent Management Platform (CMP) to manage user’s consent for data processing is particularly relevant. However, adopting CMPs doesn’t guarantee compliance with Google’s EU User Consent Policy.

By adhering to these recommendations, publishers can significantly enhance user engagement and ad viewability, which is pivotal for effective monetization. Vidverto supports publishers with campaign setup, from strategy implementation to ongoing ad management, ensuring that every campaign achieves its highest potential.

We proudly announce that Oleksandra Bulygina, CPO at Vidverto, has joined the IAB MIXX Awards as a judge this year. This competition is a key platform for bringing together global, European, and local campaigns. Known to recognize ingenuity in digital marketing, it celebrates campaigns that redefine creativity and effectiveness. 

In 2024, the MIXX Awards became even more significant as Ukraine joined it for the first time. We have asked Oleksandra to share her insights about the technologies and tools that competitors have used.

I was impressed by new ways to increase engagement through its gamification and the data approach applied, especially in over-the-counter (OTC) medicines, healthcare, banking, and telecommunication.

The #TheDonationMap campaign by Havas Play and UNITED24 is a shining example of how digital marketing can transcend traditional boundaries and make a tangible difference in society. Through this engagement, over $650 million was raised for building an ambulatory clinic in Ukraine. The Non Stop STALKER campaign showcases a creative blend of product and game, gaining visibility on the largest LED screen in Europe, located on the Gulliver Shopping Mall facade in Kyiv.

Sandoz has shown strategic innovation in the complex over-the-counter (OTC) medicines sector, developing a unified ecosystem that integrates data from online pharmacies to optimize marketing signals. This approach created a transparent performance marketing system that resulted in a 2.5 times increase in online sales compared to 2021. Furthermore, return on ad spend (ROAS) increased from 360% to 992%, making the campaign effectiveness almost triple.

Helsi represented an innovative approach to healthcare marketing that uses anonymized data for targeted advertising. The system matches anonymized data from the Helsi information system with online identifiers, ensuring user privacy. In six months, the system has delivered over 35 successful campaigns for healthcare-related organizations, reaching 1.2 million segmented users. The cost per reach (CPR) of targeting audiences in narrow segments was significantly lower than traditional methods. 

Showcasing the potential of AI in digital marketing, PrivatBank optimized its website with an SEO AI approach based on consumer search behaviors. This included generating over 5,000 relevant search phrases and creating engaging content that resulted in an 189% increase in website traffic, a 196% rise in completed applications, and a 28% improvement in ARPU. These results exceeded the initial goals and were achieved four times faster than with traditional SEO methods. 

BigData for Digital Media is a MarTech product designed for the Ukrainian market to navigate the post-cookie era in advertising. It offers high-quality technical data from major telecom and retail vendors, addressing GDPR restrictions and enhancing advertising efficiency.

Kyivstar, recognized by the European IAB MIXX Awards for resilience and adaptability, has launched a campaign to raise donations for the Ukrainian army. Using Big Data to create 60 econometric models results in a 20% increase in contribution, a 4% increase in brand association and market leadership, and a 2.5 times increase in activations of the ‘Help the Armed Forces of Ukraine’ feature.

These examples highlight the power of digital marketing to drive business results, impact society, and transform industries. Ahead of the virtual congratulations ceremony for the IAB MIXX Awards Europe winners on 18 July, our team at Vidverto is looking forward to more ground-breaking campaigns that push the boundaries of creativity and effectiveness in digital marketing.

By sharing these innovative cases, we aim to provide valuable insights into global practices, inspiring fresh ideas and strategies for your business. Learning from these examples can help you adopt unique approaches and drive meaningful operations improvements, fostering creativity and growth.

Premium Content: The Cornerstone of Digital Advertising

Subscription-based models have changed the way we consume content. They offer unlimited access to a vast array of premium content, such as members-only blog posts, e-books, podcasts, and courses, for a fixed monthly or annual fee. Platforms such as Subscription DNA make this transition smoother by providing essential tools for subscription billing, membership management, and paywall management.

To convince readers of the value behind the paywall, publishers need to balance free and premium content. This strategy not only captivates audiences but also provides an expected quality. Selling subscription plans is another popular strategy. Platforms like Wix simplify this process by allowing easy setup.

Determining the right price for premium content is crucial. Creators should consider the value of each component of their content, their values, and what their audience can afford. It’s also important to provide top-notch content that readers value more than the amount charged.

A prime example is Slate’s Slate Plus membership service, which amassed 9,000 subscribers in its first year, charging a $50-per-year fee for access to exclusive content.

Emerging technologies like AI, Machine learning, and blockchain are expected to further shape the content subscription models. Imagine a scenario where AI determines the most suitable content for a user based on previous engagements and delivers it at the most opportune time. Blockchain technology could ensure the authenticity of the content, fostering trust and encouraging more users to subscribe.

Despite rapid technological advancements, the core principle of subscription models remains unchanged—delivering significant value to the audience. This approach benefits both content creators by providing a steady revenue stream and users by offering uninterrupted access to high-quality content. 

Rich Media: Beyond Traditional Advertising

While subscription models offer a direct revenue stream from consumers, ad-viewing models allow users to access content for free while previously displaying ads.

In this context, the Rich Media format stands out. Going beyond traditional banners or interstitials, Rich Media ads offer a compelling opportunity for advertisers to diversify their revenue streams. This interactive ad format allows for delivering their brand message more impactfully and creatively, driving higher click-through rates (CTR) and conversions.

At Vidverto, we understand the potential of Rich Media ads. By integrating this format, publishers can increase their monthly revenue by up to 50%. Furthermore, we offer the ability to set capping limits and balance ad exposure.

Premium content is a powerful tool for engaging audiences and driving revenue. Its value lies in its exclusivity and the added value provided to users, including bonus features, additional resources, live components, special access, personalized advice, etc. However, it is effective only if the website has enough traffic volume, particularly for regular visitors, and the content can’t be accessed for free.

The combination of premium content and ad formats like Vidverto’s Rich Media is shaping the future of digital advertising. As it evolves, content creators must stay informed about industry trends and adapt their strategies accordingly.

As audiences increasingly demand authenticity and trust, video allows brands to stand out in the digital landscape. 

In this blog post, we delve into the evolving role of video content in modern marketing strategies, exploring the preferences of different generations, regional disparities, and the ascendancy of short-form videos. Additionally, we’ll uncover how Vidverto, with its advanced content library and expertise, is empowering brands to navigate these changes and thrive in the dynamic digital landscape.

Embracing the Era of Authenticity

Video emerges as the favored content format across generations, with Gen Z leading the charge at an impressive 98%. Millennials (91%) and Gen X (78%) are closely behind. However, baby boomers tend towards written content, highlighting the importance of personalized marketing strategies catering to diverse age groups.

Even younger, Gen Alpha (born after 2012) is entering the game strong. While research on their habits is still developing, it’s clear they’re growing up in a world saturated with screens. Early indications suggest video will be their native language, with consumption likely exceeding even Gen Z’s impressive numbers. This generational shift underscores the need for marketers to adapt. 

At the forefront of video content production, Vidverto stands out with its comprehensive content library:

• Advanced Organization: Offering a detailed organization system, including language, category, and keyword sorting, Vidverto empowers publishers to access relevant content and enhance the effectiveness of their advertising campaigns.
• Diverse Range: With over 30 languages and 12 categories available, traveling news, sports, entertainment, travel, tech, gaming, business, food, and home, publishers can select from a wide array of content to attract more views.
• Ongoing Maintenance: Vidverto prioritizes the continuous upkeep of its content library. Through meticulous monitoring, outdated content is promptly replaced with fresh videos featuring trending topics, celebrities, cuisines, sports teams, and more, ensuring relevance and appeal.

Insights for Localized Marketing Strategies

Advertising video ads earn significant influence, shaping consumer choices globally. Adobe highlights the significant impact of different genres of video content on consumer purchasing behavior, exposing global preferences and trends:

• Technology and gadget videos significantly influence 29% of consumers worldwide.
• Product reviews and unboxing videos are closely followed, influencing 26% of consumers to purchase.
• Fashion and beauty content also commands attention, with 25% of consumers noting it as influential in their purchasing decisions.

Driving these global trends, members of Gen Z demonstrate an interest in all product categories, including tech, gadgets, fashion, and beauty.

Across the countries studied, videos about technology and gadgets show great appeal, particularly influencing purchases in Australia, Germany, the U.K., and the U.S. Meanwhile, product reviews and unboxing videos dominate in Mexico, and football highlights in Brasilia.

Notably, baby boomers worldwide prefer health and wellness content, as well as informational videos, reflecting the diverse preferences of different demographic segments.

Embracing the Ascendancy of Short-Form Video Content

Emerging as a dominant force in the digital marketing landscape, short-form video content is reshaping user behavior and engagement strategies. Despite the prevalence of long-form videos, marketers recognize the effectiveness of short-form videos in capturing audience attention and driving engagement in today’s fast-paced digital landscape. 

While global consumers lean towards medium-length content for purchasing decisions, preferences vary across regions and demographics.

For example, Indians like short content, while Brazilian and Mexican consumers tend to prefer long-form content. Additionally, the global pattern shows that long content may have poor conversion rates among U.K. consumers. These differences by region and demographic highlight that there must be varying marketing strategies by region.

The dominance of short-form video content in digital marketing is evident from its profound impact on consumer behavior and engagement. By understanding regional preferences and emerging trends, marketers can harness the power of short-form video to forge authentic connections and drive conversions.

Embrace the potential of short-form video content with Vidverto to stay competitive and thrive in the dynamic digital landscape!

In the ever-evolving digital advertising landscape, one aspect remains constant for publishers: how to enhance monetization. With the rise of Rich Media Ads, they have the tools to balance ad visibility and user engagement. Let’s take a closer look at the unique opportunities it presents for publishers within Vidverto.

Case Study

Facing the challenge of optimizing site revenue, project-e.ro, Romanian publisher, turned to Vidverto to explore the potential of Rich Media Ads. Implementing this dynamic ad format across mobile and desktop platforms proved highly effective, resulting in 40% increase in overall site revenue. This success firmly established Rich Media Ads as a substantial secondary revenue stream.

About Rich Media Ads by Vidverto

Rich Media Ads by Vidverto is a Google-based ad format that allows publishers to diversify their revenue streams beyond the confines of traditional banners or interstitials. Unlike traditional static ad formats, it engages users with immersive elements such as video and audio. 

Advantages for Advertisers and Publishers

Its interactive nature enables advertisers to convey their brand message in a more impactful and creative manner, resulting in an engaging user experience, higher click-through rates (CTR), and conversions. By offering users interactive and visually captivating content, these ads break away from the monotony of traditional ad formats, leading to increased revenue potential of up to 50% monthly. Furthermore, detailed analytics provided by Rich Media Ads empower publishers to track key performance metrics, allowing them to optimize their ad strategies effectively.

More Opportunities with Vidverto

At Vidverto, we offer a range of opportunities, from video and display Reach Media Ad formats tailored for mobile and desktop to full-page ad experiences.

Follow these links to explore demos:

• Desktop Rich Media Ads Display
  
• Desktop Rich Media Ads Video
  
• Mobile Rich Media Ads Banner
  
• Mobile Rich Media Ads Video
  

Additionally, we enable publishers to set capping limits, ensuring a balanced frequency of ad exposure without overwhelming users with excessive content. Notice that some browsers may not store first-time cookies, potentially leading to initial ad impressions not registering capping. While this is a browser-related issue, the Vidverto technical team is actively working to resolve it to improve accuracy.

Become our partner today and unlock the revenue and engagement potential of Rich Media Ads by Vidverto.

The digital advertising landscape is undergoing a profound transformation with the impending demise of third-party cookies, prompting marketers to rethink their strategies. As industry giants like Google, Apple, and Mozilla roll out anti-tracking initiatives, the era of targeted advertising is undergoing a significant shift.

With Google’s plan to phase out third-party cookies by the end of 2024, marketers are facing a pivotal moment of change. While some have observed a temporary dip in campaign performance, others see this as an opportunity for innovation and growth.

In this article, we explore the transformative changes reshaping digital advertising and explore strategies to thrive in the post-third-party cookie era. From the importance of first-party data to the rise of contextual targeting and new ad tech solutions, we’ll delve into how publishers can adapt to the evolving landscape and seize opportunities for success.

The Cookie Crumbles: Embracing Change

The Importance of First-Party Data

Relying just on third-party data for targeting and retargeting is no longer sustainable. For DSPs and advertising agencies, it’s imperative to shift focus towards leveraging reliable first-party data acquired through channels like email capture and website interactions.

First-party data not only allows more precise targeting but also enhances the value of ad impressions. As advertisers increasingly focus on audience quality, access to rich first-party data becomes crucial.

Challenges in Transitioning to First-Party Data

Transitioning to a first-party data approach presents challenges such as ineffective frequency capping and declining bids. These challenges stem from the struggle of Demand Side Platforms (DSPs) to effectively match users with publishers and Supply Side Platforms (SSPs).

Additionally, collecting data in compliance with GDPR standards adds complexity. Despite advertisers initially experiencing a dip post-GDPR, fill rates promptly rebounded to pre-GDPR levels.

Following the Chrome update, marketers may observe an average decrease of 30% in CPM rates across advertising platforms. Despite this, a prompt recovery is expected, due to the ongoing development of cookieless advertising technology, which is expected to mature by 2024.

Navigating the New Era: Strategies for Success

#1 Contextual Targeting

In the absence of individual tracking, contextual targeting becomes paramount. Understanding user interests and content engagement allows for delivering relevant ads without relying on personal identifiers. Platforms like Showheroes recommend leveraging contextual targeting solutions that use keywords, topics, and page-level data.

#2 Universal ID Applying

Under this system, advertisers could track and target users without third-party cookies using an anonymized identifier. Universal ID offers advantages over third-party cookies for both users and advertisers, though widespread adoption among publishers would be necessary for its effectiveness.

#3 Testing-Focused Approach

While early tests of cookieless ad platforms show promise, caution is warranted. The key, as VWO emphasizes, lies in adopting a testing-focused approach. Experiment with strategies, including A/B testing for website personalization and creative variations, to see what resonates with your audience.

#4 Loyalty Programs and Data Sharing

Loyalty programs, such as in Talon.One, hold significant potential in the cookieless era. By encouraging data sharing and fostering trusted customer relationships, they collect valuable insights to create comprehensive data profiles.

#5 Contextual Advertising and User Privacy

Mavern Media utilizes contextual advertising to prioritize both brand impact and safety. Their approach integrates ads into user experiences, ensuring non-intrusive engagement and user privacy. Combining advanced algorithms and machine learning, they analyze data to identify target audiences and determine optimal delivery times and locations for effective advertising.

#6 Google Sandbox and Privacy Initiatives

The Google Sandbox is a cornerstone in safeguarding user privacy online, minimizing cross-site and cross-app tracking while ensuring the accessibility of free online content and services. Its advanced APIs empower web browsers to operate locally on users’ devices, protecting their identifying information as they explore the web.

With a wealth of proposals focused on strengthening cross-site privacy boundaries, combating web spam and fraud, delivering relevant content and ads, and measuring advertising effectiveness, Chrome is dedicated to elevating online privacy and security standards.

# 7 Second-Party Data and Deterministic ID Processes

The use of second-party data, advocated by KORTX, is presented as an alternative to cookies. This involves capitalizing on deterministic identification processes to ensure accuracy and scalability in targeting efforts without relying on cookies or mobile IDFA.

#8 Connected TV and Privacy-First Solutions

The emergence of Connected TV (CTV) and privacy-first ad tech solutions brings promising prospects. Our experts at Vidverto predict a surge in contextual targeting and alternative avenues for reaching audiences while maintaining user privacy.

With Video Ads, CTV, and Digital Audio emerging as key avenues for ad spending, advertisers can target audiences based on contextual factors like the content they’re watching, their viewing habits, and even their purchase history while maintaining user privacy. Vidverto underscores the importance of building partnerships with CTV publishers and leveraging data-driven insights to create targeted, engaging ad campaigns that resonate with the audience.

#9 Advancements in AI and Personalization

By leveraging AI-powered algorithms and NLP capabilities, brands can deliver highly relevant product recommendations within the content itself. This strategy ensures a seamless and personalized user experience, ultimately enhancing engagement and boosting conversion rates.

#10 Agile Marketing for Dynamic Success

To thrive in this dynamic environment, businesses need a marketing strategy that is flexible, adaptable, and data-driven. Agile marketing emerges as a revolutionary approach, drawing on the principles and practices outlined in the Agile Marketing Manifesto.

Unlike traditional marketing plans, agile marketing operates in short, focused sprint cycles. During each sprint, teams collaborate to achieve specific goals, continuously gathering data, analyzing results, and refining their approach based on insights. This iterative process enables continuous improvement, ensuring campaigns remain relevant and practical amidst evolving market conditions.

Remember, It’s not a Cookieless Apocalypse; It’s an Evolution

The opt-out of third-party cookies presents challenges but also opportunities for innovation in digital advertising. It’s not the end of targeted advertising!

By leveraging first-party data, contextual targeting, and a data-driven approach, marketers can thrive in the evolving landscape. Focus on building strong customer relationships, prioritize user privacy, and continuously experiment to identify what works best. 

It’s not just about adapting to change; it’s about embracing it as an opportunity for growth and evolution. At Vidverto, we understand the nuances of these changes and stand ready to help you navigate the shifting dynamics of the industry.