the future of addressable audiences: the new contextual
TRANSCRIPT
The Future of Addressable Audiences: The New Contextual
Advertising Playbook
RJ Pauloski, Managing Director
Teads CanadaMay 2021
inReadPremium Publishers StudioPrediction AI Audiences
Teads is The Global Media Platform
Our ads live on the
digital pages of the
world’s best
publishers,
reaching 1.8 billion
consumers monthly
within premium
content
Our groundbreaking
inRead format lives
in heart of editorial
content, designed for
maximum attention &
viewability
Machine learning +
predictive AI
technology optimize
campaigns to deliver
to the audiences
most likely to engage
Our advanced
targeting
capabilities span
from curated
audiences to
contextual
targeting with
semantic analysis
Teads Studio, our in-
house creative
team, transforms
assets to drive
results in the
digital
environment
Teads delivers attention within professionally produced content
3
ScopeIdentifying a user
Web
Any devices surfing
on Internet
inApp
• When using a
mobile app
• Also called device ID,
IDFA/GAID
4
Changes5
Technical utilization of the identifier
InApp
removing MAIDs
Laws answering
to public concern
Legal utilization of the identifier
Browsers
removing cookies
April 2021
2017 2019 2022
From 100% to 60% of web traffic supporting cookies
Browser focus6
Cookie Rate
Chrome Samsung
Internet
Others Internet
Explorer
Microsoft
Edge
Firefox Safari
Market share
Chrome
Safari
Firefox
Samsung Internet
Microsoft Edge
Internet Explorer
Others
16% 60%
92%
80%75%
70%
25%
10% 8%
2020 2021 2022 2023
WEB
APP
65%60%
15%
10%
100%
60%
20%10%
Forecast
The real impacts on Digital8
Targeting Campaign Delivery Reporting & Measurement
Impacted:
Not Impacted
When cookies
are not available:
• 3rd-party Data Providers• Advertiser 1st Party Data (DMP)• Re-targeting
• Geolocation• Device targeting• Contextual targeting
• Frequency Capping• Campaign optimization
relying on users’ data
• Multi-touch attribution• Cross-channel reporting
• Last-click attribution• Media Reporting (e.g.: CTR, VTR,
etc.)
DSPsLess Campaigns*-75%
*Internal Teads Studies made on 40+ different DSPs
** Google Studies, “Effect of disabling third-party cookies on publisher revenue“
PublishersRevenue**-52%
Cookieless evolved thinking9
Identity Personalized
Two industry approachesBased on:
audience targeting
10
targeting
Cookieless audience targeting11
Unique IDs
(logins)
Publishers
1st-party data
Predictive Audiences Privacy
Sandbox
Rearc
Project
1st
12
Contextual
Modern contextual solutionsMain uses-cases
13
Predictive audiences
Article related
to the product
Basic
Relevant reach
Articles related to the
product consideration
PHOTOGRAPHY
articleWEDDING
article
SAFARI
article
HONEYMOON
article
Advanced
Contextual solutions, reimagined14
Cookieless audience targeting Advanced contextual targeting
Planning, insights and measurement solutions
Contextual cookieless solutions, today15
Cookieless audience targeting Advanced contextual targeting
Planning, insights and measurement solutions
HomeiPhone 11 Saturday, 10pm Time.comFinancial
Cookieless predictive audiences16
The user is
Male 25-49
High Net Worth Income
Married with children
17
Billions of daily ad opportunities
Cookieless predictive audiences
100+ standard audiences
HomeiPhone 11Saturday, 10pmTime.comFinancial
Demographic Audience
Targeting Accuracy (vs DAR, vCE benchmark)
Future-proofing standard audience targeting
Commercially availableof audience targeting
scenarios
18
Addressable audiences without cookies
Contextual cookieless solutions, today19
Cookieless audience targeting Advanced contextual targeting
Planning, insights and measurement solutions
Contextual targetingTop Industry challenges
Accuracy
20
Granularity Placement Actionability
Keywords
vs
Core topics
& semantics
Top levels
vs
Granular content categories
User-generated
vs
Professional content
Intuitive
vs
Insightful
& data-driven
It all starts with
21
Climate change +++
Environment ++
Investment +++
Financial Industry ++
B2B +++
Best-in class contextual & semantic
analysis algorithms
22
Enriched with a deep understanding of each page
Relevant Reach, the modern contextualThe right placement at the right moment
Level 1 Level 2 Level 3 Level 4
Technology
& Computing
Consumer
Electronics
Smartphones
iPhone
Samsung
23
Even more relevant contextual moments24
Cookieless signals beyond the content of the page
Weather
Sentiment
of the page
Day of the week
Points of interests
Browser
Events
Beta in H1 2021
marketing messages using
“Users at home visiting automotive pages during the week-end on premium mobile devices”
Relevant Reach increases attention
and supercharges Ads seen in contextually congruent placements delivered uplifts of…
(vs non-contextual targeting)
Dwell time
Aided Ad recall
Brand Consideration
Message Association
Purchase Intent
Overall Branding Impact
Source: Dentsu UK Controlled Test Fieldwork Q4 2020, across 6 platforms, 14
formats and 15 different brand sectors
Teads Brand Pulse (8 AB tests) Brand lift for ads in contextual alignment
Modern contextual solutions26
Predictive cookieless audience targeting Relevant contextual targeting
Planning, insights and measurement solutions
27
Contextual is no compromise for cookielessCookieless solutions are up-and-running and effective
Scale Accuracy Effectiveness
Cookieless impressions Demographic
Audience targetingAverage
Brand Uplift
Share of Teads targeted impressions
deliverable only using cookieless
signals (JAN. 21).
Compared to cookie-based
3rd-party industry benchmark (DAR, vCE)
Teads Contextual utilization vs
standard targeting.
Uplift measurement performed across
markets & industry verticals.
28
5 Cookieless Golden Rules
01 Be preparedto face the challenge 02 Reshape your
1st party data strategy
03 Future-proof yourAudience targeting capabilities 04 Discover the
power of content
05 Don’t get lostalong the way
Discover the Cookieless Hub
