Podcast advertising could be a model for cookieless advertising


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This article was written by Jonathan Gill, Founder and CEO of Backtracks.

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

Parts of the Internet advertising industry are built on a storehouse of stealth-collected personal information and cookie data exchange that consumers often didn’t see, but the tide is changing in federal and consumer sentiment – now, this type of tracking is considered an affront to 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? In fact, there’s a country where cookie-based advertising has never existed, which thrives on the fundamentals of the early days of Internet advertising that combine keywords, context and results to improve people’s lives. consumers.

Does deleting cookies affect the effectiveness of ads?

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

Audio and podcasting: a cookie-free medium

Podcasting is one of the fastest growing media formats: BFI planned that podcast advertising revenue would surpass $1 billion in 2021 and double to $2.2 billion by 2023; it happens to be an ad-supported medium; and according to a neuroscientific study on Pandora Radio, the long-term retention of audio ads by consumers is 36-39% higher than that of video ads.

Podcasting is surprisingly built on open and long-standing standards for a technology like RSS and was built in a way that didn’t rely on cookies. In fact, when consumers listen to podcasts in most listening apps and platforms, the cookies used to track users cannot be enabled. Initially, the inability of audio and podcasting platforms to use cookies was seen as an obstacle for advertisers and monetization, but it turned out to be the opposite.

A new perspective on cookies

In podcast advertising, there is a better understanding of who the audience is, coincidentally subverting the basic premise of early value creation by providing contextually relevant keywords and concepts between ads, content and content. public. Podcasts and spoken audio rely on precise alignment of ads to their audience. Additionally, audiences prefer contextual ads, which increases overall loyalty to podcasts, as it becomes more evident when they receive ads based on tracking data. This is attested by the 4.4 x podcasting ad booster compared to other forms of digital advertising. As a result, many large companies, including Google G Suite, are ready to experiment with disabling cookies, especially as brands discover that the once central tool is no longer needed, nor a primary contributor to generating revenue. .

What can advertisers learn from podcasting?

Podcasts are a great example of why relevant contextual ads are a key part of advertising strategies. For marketers and advertisers to be successful in this area, they must use consistent audience segmentation efforts and in-depth content analysis. This combination, while requiring extra effort, effectively places ads and meets the expectations of the target audience.

Easily sharing relevant advertisements generates a warmer response from users. Therefore, it is important to minimize the achievement of cookie-based ad placement. In order to ensure and maintain a positive/neutral response to advertisements, it is essential to place advertisements that blend naturally into the original content.

Essentially, cookieless advertising data is just as relevant as cookie-based data, depending on the applied platform and type of audience. For the data-limited audio industry to appease both advertisers and audiences, it is essential as a publisher to have a good understanding of key industry differentiators and, furthermore, to know how bypass them when it comes to advertising.

Jonathan Gill is the founder and CEO of Flashbacks.

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