Are You Preparing to Market on A Cookieless Internet?

Decentralized internet is real. And it's going to change the way you advertise your product, once and for all.

For those founders who rely heavily on media buying(display ads) for marketing, should be aware of this change and take measures before it's too late.

So far, 3rd party cookie-based ads, or contextual ads is what media buying was mostly about. With a rising demand of more privacy protection of users, google had announced a phaseout in 2020. It says that Google will kill 3rd party cookies from Q1, 2024 and eventually pivot to a cookieless advertising mechanism.

While Safari, FireFox and Brave are already on the other side of the fence, Google Chrome will join the club.

This doesn't mean that display ads will be dead. It's just a barrier for companies like you so that you can't use cookie data to showcase your products to prospects.

So, how would you advertise your product?

That's where the rise of Contextual Ad Tech comes in.

What on earth is this? Well, it's a tech that places your ads based on the 'context' of the place where the Ad will show. Instead of using the browsing behaviours of the users, it'll see what a content/site is talking about, and place the ad in front of the readers of those contents.

Example- if you're selling HRM software, it'll show your ads within content that is about HR how-to's.

Some Ad Techs like GumGum are already adopting this tech, and delivering impressive results for advertisers.

My advice?

• Lean towards Contextual Ads and grab the first mover's advantage.
• Consider organic content marketing and SEO to offload some pressure from display ads.
• Build your own audience(community, subscriber) and try to earn more word of mouth.