How do you stay relevant without the use of third party data?

The use of third party data has already been pushed back and by the looks of things it will disappear completely. How can you stay relevant during commercials without the data? Madieke Buijtenweg will explain everything in her new column.

Photo: EagleNobleFoto

Relevant adverteren zonder third party data - New Sales Company

In the world of online advertising, third party data is one of the most important ways to show your online advertisements. Third party data makes it possible to analyse the behaviour of your website users and show them relevant ads. This way we can show visitors ads that they can actually appreciate.

The use of third party data has become less and less prominent, and by the looks of things it will disappear completely. Firefox, Brave and Safari have already banned third party cookies. And since the beginning of this year, STER has also banned third party data. By 2022 Google Chrome, the most popular browser, shall follow their lead. Also, many internet users have been using cookie or script blockers for a while.

What will advertising look like in the future?

The disappearance of cookies makes the context in which your advertisement is shown more important. To make sure that your ad is and will stay relevant, the content of your advertisement has to align with the content of the web page.

Buienradar.nl is a good example. If the weather forecast predicts rain for the upcoming weeks, we can adjust the relevancy of the ads by showing umbrellas or inside activities for rainy days. Will it be a sunny week? We will show barbecue or sunscreen ads. Showing ads in the right context is called: ‘contextual targeting’.

Contextual targeting at STER

This already happens a lot at the STER. They create advertisement possibilities based on the content of TV shows. Advertisements based on programs were already a possibility but since the beginning of 2020 it is also possible based on the content.

How does it work? Imagine a talk show where the subject is research about coffee. The hypothesis is: two cups a day boosts your concentration level, your blood flow and your mood. During this broadcast you want to be shown products that are relevant to this subject.

This way, you don’t just make the assumption “talk show viewers are probably coffee fans”, but you also make your advertisement choices based on the content of the show.

How relevant can display advertisement be?

Dit kan ook met Display Advertising. This is also possible with Display Advertising. The feature ‘prospecting strategy’ allows you to reach an audience that matches your audience profile. Prospecting is divided by region, web domain and page context.

But how do you make sure that you end up on the right websites? It is really important to work with a so-called ‘whitelist’. A list that consists of all the websites you want your ad to be shown on. But how does this work? And which domains can not be missed on a successful whitelist?

Before we start a prospecting campaign, we make a whitelist. The whitelist is the foundation of the campaign. The whitelist has to ensure the relevance for every sector, product or service. Therefore every whitelist contains different websites. A good example is the museum sector.

NRC.nl, a wanted title for the museum sector

Within the museum sector we often hear that clients want to be seen on NRC.nl. often NRC is even used to describe the wanted audience. ‘the average museum visitor often is a NRC reader’.

NRC.nl is a website we often use for museums. But is it also the best choice? No, but my advice would be to not always pay attention to the CTR. The CTR (Click Through Rate) shows the percentage of views that have led to a click to the landing page, but this isn’t always the most important. Even when no one clicks on your ad, it is shown to and seen by your audience. Furthermore, NRC is a respected title which adds to your brand.

Websites that always score well

Of course, it isn’t necessary for every website to be a perfect match with your audience. When I look at the results from previous campaigns. There are a few websites that always work, for every sector and for every message. These are:

  • Marktplaats.nl
  • Ad.nl
  • Telegraaf.nl
  • Nu.nl

These are all popular websites but also very common, a lot of different people can be found there. Therefore these websites attract a lot of different audiences. That means there’s a bigger chance that your message reaches the right people. Even though it may seem like a long shot, when your message reaches new people you become visible to new audiences. Audiences that can increase your reach.

Conclusion

To start, make sure you have a good whitelist. This will make sure your message is shown on relevant websites. Pay attention to the best ones, even when they don’t seem to be the most likely, for example Marktplaats.nl or Nu.nl. The best thing to do is to place your ad in an editorial context. This is not always an option but the fact is that a museum ad is more relevant on the cultural page of NRC.nl.

Author: Madieke Buijtenweg
Posted on: 28 May 2020
Edited on: 28 May 2020