Regulatory changes and the sunset of third-party cookies make it harder for publishers and advertisers to collect the user data required to power behavioral advertising. Contextual advertising is now filling this gap. Hence, publishers are embracing custom content taxonomies to increase the precision of their contextual advertisements.
In advertising, content taxonomies help publishers define content at scale and allow advertisers to target audiences based on their content. Most publishers use one of a few dominant content taxonomies. The challenge with these taxonomies is that they are neither granular nor customized to capitalize on a publisher's content or audience nuances. Consequently, publishers cannot go beyond the specificity of domain-based ad targeting.
A customer content taxonomy is explicitly created for a publisher. Therefore, it can account for the nuances of that publisher’s content. As a result, publishers and advertisers can create contextual targeting options that match the specific site where viewers, content, and advertisements collide.
For publishers, the greater targeting capacities offered by custom content taxonomies would fuel stronger advertiser demand, click-through rates, and CPMs, boost revenue, and maximize the value of the shift to contextual advertising. For advertisers, custom content taxonomies provide a sustainable option for behavioral targeting. The relationships advertisers build with publishers who develop such taxonomies and targeting capacities will outlast the next big tracking change from the internet's gatekeepers.
In short, by seeking a more sophisticated infrastructure for contextual targeting, publishers will be able to transform the cookiepocolypse from doomsday into an opportunity for differentiation.
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