Today, successful advertising is about delivering the right message to consumer targeting at the right time and in the right place. When you visit a website, if you come across a display/banner ad for a product or a product you've looked at before, you've experienced content targeting. What is content targeting?
Content-based targeting is the placement of advertising related to a product or service sold on relevant websites visited by people within the target audience to whom that product or service will be sold.
Let's say you searched for air tickets in a search engine. You then went to another website and you were presented with an airline brand advertising special flight prices. This is content-targeted advertising. This technique is also used in ads placed among the results in search engines.
Content-based targeting uses the user's session data instead of using website cookie data obtained, stored and analyzed about the website user over a certain period of time. For mobile users, content-based targeting cannot be done because there is no mobile cookie data.
Mobile apps usually take your phone's private credentials and keep it on the device. This data can be accessed after certain applications have obtained permission from the user. Interest in content-based targeting is growing every day, as legal regulations such as kvkk and gdhr impose stricter controls on the privacy of personal data and private life. As the awareness of Internet users around the world grows, restrictions on the information industry's collection of user data are increasing. This is why cookie based targeting is decreasing.
Instead of using direct user data in general, content targeting derives data from the user's behavior on the website. Thus, since ads are placed for the purpose of the searcher, together with content targeting, it affects the user more and the positive response rate increases.
All people who shop online actually know that brands advertise to consumers through remarketing, that is, remarketing to consumers after they search or purchase something. However, with privacy policies and introduced laws, it is now desirable to prevent this.
In Europe, the GDPR (general data protection regulation) indicates that in Turkey the kvkk (personal data protection law) will introduce more tightly controlled browser settings on desktop and mobile devices, and advertisers will no longer be able to trust third-party cookies. In this case, users are required to give cookie consent when they visit a website.
Prior to these laws, users often agreed to all terms without reading them because they were afraid to read lengthy privacy policies when they entered a website. Now, after being informed in detail about each cookie used, they give cookie consent and choose which data can be used. Thus, the user knows where the data goes and for what purpose, how long it is processed.
When cookie consent is received, one's trust in the brand increases. In addition, the advertiser also acts in accordance with the consent of the user. As an example of cookie-based content targeting, a phone brand may collect cookies from the computer of someone who makes a high-priced phone call.
Third-party cookie providers collect and resell the information that advertisers obtain in the data segment of phone enthusiasts so that advertisers can retarget. With the new regulations, users will now be able to opt out of these processes at will with cookie consent and will continue their operations on the website without giving any cookie consent, except perhaps those necessary for the website to function.
Content-based targeting is actually a good alternative to cookie-based targeting. In the digital world, content-based targeting encompasses much more than the content itself. Even if consumers do not give cookie consent, websites with a tracking tool can predict their users' movements to brands. At the same time, brands can collect information about when and how often the consumer visits and create targeted advertising without the use of cookies.
In fact, all of this shows that contextual targeting does not replace the use of cookies, it merely represents a new alternative to targeting. Under all circumstances, the data of Internet users must be collected and processed within the framework of restrictions and rules imposed by the states. Companies and persons who do not use data in accordance with these rules are subject to material sanctions. Therefore, the means and methods used to collect and process data must also comply with the law.
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