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Understanding the impact of cookieless targeting in digital advertising

The pandemic forced people to work from home and created a work-life culture that is now considered a norm. Additionally, people began consuming more video content through the pandemic. In 2020, it was estimated that 9 out of 10 viewers wanted to view more video ads from brands and businesses. Moving on into 2022, it is predicted that an average person will be spending 100 minutes watching online content per day. These data points are indicative of the fact that advertisers and brands have to be swift in deploying online ads across different domains, streaming platforms, and apps.


A customer's need to consume online content exponentially increased during the pandemic. It was estimated that 1.1 billion people worldwide were subscribed to a video streaming platform. In other words, this sort of exponential growth rate has led video streaming platforms to think of creative ways to advertise to potential customers.


Additionally, advertisers have to ensure that the ads that they are deploying are personalized and based on what the viewers are consuming at that moment. This accelerated growth has given rise to OTT marketing. CTV and OTT platforms are using their platforms to promote products and services. As CTV and OTT platforms are used more programmatically, it will enable advertisers to focus on specific demographics, lifestyles, geography, and income to deliver ads that are tailored to a consumer's taste and expectations. Read More

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