Podcast advertising could be a blueprint for cookieless advertising

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This article was provided by Jonathan Gill, founder and CEO of Backtrax.

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, phrases and objectives in mind and expect the results of their keywords and search terms to match what they are looking for. Advertising on the Internet is based on this concept; However, a few additional elements related to personally identifiable tracking have been added over time.

Parts of the Internet advertising industry are built on a wealth of secretly collected personal information and cookie data data trading that consumers did not often see, but the tide is flowing in federal and consumer sentiment – now, this type of tracking is seen as one. Insults to privacy.

With a greater focus on consumer privacy and a reduction in the availability of cookies for targeting, advertisers fear that they are facing a growing challenge. But are they really? In fact, there is a land where cookie-based advertising never exists, which thrives on the basic principles of the early days of Internet advertising that matched keywords, context, and results to enhance the lives of consumers.

Does removing cookies affect ad functionality?

Many search engine platforms have built-in advertising strategies that meet and exceed user expectations, with the external goal of increasing the number of relevant results. Although seemingly contradictory to modern advertising principles, this process does not need to invade users’ privacy regarding data, sales / resale and trading. If you remove cookies and personally identifiable information, but have an understanding of content, keywords, and ads, search results will remain largely the same. If this article is about the X topic, or if you bought a car last year, does it replace the topic or article keywords or is it irrelevant? It is true that cookies can affect cross-platform capabilities (especially in word-based advertising), but it turns out that this is not a crisis that many feared.

Audio & Podcasting: Cookieless Medium

Podcasting is one of the fastest growing media formats: the IAB estimates that podcast advertising revenue will reach 1 billion in 2021 and double to $ 2.2 billion by 2023; It is an ad-supported medium; And according to a neuroscience-based study on Pandora Radio, long-term retention of consumer audio ads is 36-39% stronger than video ads.

Podcasting is surprisingly built on long-term and open standards for technologies like RSS and is built in a way that is 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 ability of audio and podcasting platforms to use cookies was seen as a barrier to advertisers and monetization, but it proved otherwise.

A new perspective on cookies

In podcast advertising, there is a stronger understanding of who the audience is, reversing the basic principle of initial distribution value by providing coincidentally relevant keywords and concepts in the context between the ads, the content and the audience. Podcasts and spoken-word audio rely on accurately arranging ads for their audiences. In addition, audiences prefer context-related ads, which in turn increases overall podcast loyalty, as it becomes increasingly clear when they receive ads based on data tracking. This is evidenced by the 4.4x ad recall from podcasting compared to other forms of digital advertising. As a result, many large companies, including Google G Suite, are willing to test disabling cookies, especially since brands do not once need a centralized tool and are looking for primary contributors to generate revenue.

What can advertisers learn from podcasting?

Podcasts are an excellent example of why contextually relevant advertising is a key component of advertising strategies. Marketers and advertisers must use integrated audience segmentation efforts and in-depth content analysis to succeed in this area. This combination, when additional effort is required, effectively places ads and meets the expectations of the target audience.

Easily sharing relevant ads gets more warm feedback 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 important to place ads that flow naturally within the original content.

In essence, cookieless advertising data is as relevant as cookie-based data – contingent on the platform and applicable to the type of audience. In order for the data-restricted audio industry to please both advertisers and audiences, as publishers, it is important to have a firm understanding of the key differences in the industry, and moreover, to know how to circulate them as they relate to advertising.

Jonathan Gill is the founder and CEO of Backtrax.

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