The removal of third-party cookies is a massive opportunity for brands to leverage new solutions that have the power to drive better performance and user experience.
In July 2024, Google announced that it is abandoning its plans to deprecate third-party cookies from Chrome. But, reliance on cookie targeting is a poor proxy to build long-lasting connections with consumers.
With cookies tracking and sharing users’ browsing history and activities across the internet, they are viewed as an invasion of privacy and are not trusted by consumers. Plus, cookies are often composed of poor-quality data, meaning they’re an inefficient and ineffective way for advertisers to target audiences.
Contextual focuses on understanding and targeting the mindset of what audiences are doing now…
We’ve been running successful future-proof cookieless solutions since 2009.
As pioneers of contextual targeting, we capture and measure your audience’s attention by effectively placing your ads when they are in the right mindset.
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GumGum’s advanced contextual technology, Verity™, works by using AI to go beyond keywords and uniquely process web content signals across Text, Image, Audio, and Video - all without cookies.
Verity™ is the first advanced contextual platform to receive MRC’s content-level accreditation for contextual analysis, brand safety and suitability across CTV, desktop, and mobile web.
Mindset Index™ is a new insight metric that fuses contextual technology (Verity™) and attention measurement (AIP). This metric identifies which contextual categories capture the most audience attention from your campaign - helping you discover new audiences, identify where the brand resonates, and elevate future campaign strategies.
Discover New Audiences
Identify Where the Brand Resonates
Elevate Future Campaign Strategies
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In this blog post, we will breakdown contextual advertising: what it is, benefits, examples and how you can leverage it to accelerate your campaigns.
Get started today with GumGum University’s free certification course, which will give you a foundational understanding of Contextual Advertising.
While Google has delayed cookie deprecation for all Chrome users to early 2025, that doesn't change the fact that cookies are on the outs...
Third-party cookies are created via data/ad tech companies and are most frequently used for online advertising.
These cookies track and share a user's browsing history and activities across the internet as they visit different websites.
Third-party differs from first party cookies which are generated by individual websites that the user is currently visiting.
They allow advertisers to build profiles and audience segments that they can target (and re-target) with personalized ads for products and services.
They’ve long been seen as in invasion of people’s privacy.
The data is often of poor quality, meaning they are increasingly inefficient and ineffective for advertisers to target audiences and track performance.
And they lead to a poor user experience, with ‘creepy’ creatives that follow you around the web.
Google first announced that it would be removing cookies from Chrome back in 2020. The process officially started in January this year, with Google deprecating third-party cookies for 1% of Chrome users. Cookies will be completely phased out from Chrome by Q3 2024.
A “Cookieless Future” refers to the next phase of advertising where brands will move away from third-party targeting and adopt new solutions to target consumers. With Google phasing out cookies this year, marketers everywhere are preparing for a fast-approaching cookieless future.
It’s vital for marketers to begin to explore the cookieless solutions available in the market today. One of the most promising ones is contextual targeting that uses consumer mindset to better serve ads to consumers. Other notable ones include first-party data, alternative UIDs and Privacy Sandbox.