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Brand advertisers are looking forward to trying contextual advertisements as a way to get rid of cookies

Lately, cookies have been used by brand marketers to display their products. But the concept of cookies is a bit irritating for users as the advertisements cover most of the content on a lot of platforms.

The latest report of contextual intelligence company GumGum stated that nearly half of the brand marketers now want to substitute cookies with ads containing more textual content. Brand advertisers are now focusing on ways to get rid of the old method of brand marketing.

In the report, 56 percent of participants said they are aware of contextual advertisements as it is the hyped solution being proposed after the removal of the cookie era. While many advertisers understand the concept of contextual advertisements, there are still a number of advertisers who need to get educated about the process. Providing them with knowledge related to keyword systems and upcoming advances in contextual advertisement is important.

GumGum worked hard to bring this concept in front and develop a top succeeding contextual system that can recognize and control all the actions of the webpage and is certified too. Not just that, the advanced system consistently increases the brand’s rating.

The conducted study showed that 90 percent of participants believe that cookies were a significant part of their marketing activities. On the other hand, 27 percent of people said that they are extremely aware of the contextual technology and 41 percent of people belong to those who still need better knowledge of the system.

A few percent of people were suggesting that the most appealing aspect would be a brand-appropriate situation containing texts instead of keywords. While the supporters of this technology were confident enough about the chances of getting rid of cookie advertisements.

David Teicher, Chief Content Officer, Brand Innovators said that according to the study, the absence of privacy concerns in contextual advertising is a significant aspect for most marketers. Putting up a direct message to the targeted customers is not a good option as previously, the backlash was received for the same concern from customers.

The industry experts also believe that this new contextual technology has a lot of potential to increase ad ratings. Only after some time, a targeted system will be generated that would be able to target a bulk of customers. It's hard for industries to keep up with contextual advertising as it pertains to the objective they want to achieve.

In contextual advertising, the brand being advertised is not as important as the connection between the context and creativity in the space where the ad is displayed. The only way it is going to help the brand is by increasing its ranking.


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