Cookie-Proof
Contextual Programmatic Marketing
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Contextual Marketing – Better Than Cookies
It’s been a long and slow death, but the expiration date for cookies is here. Cookies were a convenient and semi-effective way to build targeted audiences for the past two decades, but that ends with cookies being terminated in all major browsers. Contextual marketing provides a solution that is not only a suitable replacement for cookies, but it’s also actually a better solution. Above The Fold are contextual marketing experts and we leverage programmatic in our context marketing strategies.
What Tactics Work To Replace Cookies?
eMarketer conducted a study in late 2022 as cookies were wrapping up. The survey asked marketers how they planned to target customers in a cookie-less future. The answer was overwhelmingly by using programmatic contextual targeting.
The team at Above The Fold has run hundreds of programmatic contextual marketing campaigns over the past decade. We have learned what works, what does not work, and how to effectively use contextual as a replacement to cookies.
How Does Contextual Work?
Full-Funnel Approach
Above The Fold believes firmly in targeting all areas of the funnel.
- Awareness
- Consideration
- Intent
- Evaluation
- Decision
Each part of the funnel provides value and unique positioning to drive meaningful revenue and hit your goals as a business. Contextual allows you to fill your funnel with highly relevant potential customers.
Fill The Funnel With Relevant Consumers
The power of context comes in its ability to match relevant ads with consumers based on the content they are viewing. Catch consumers early in the funnel, put your message in front of them, then drive them to action.
A few examples:
- Outdoor products on a Jeep forum.
- Political ads on web pages of local news and politics pages.
- Local bar and grill on a sports site.
- Makeup company on a celebrity gossip page.
Unlocking Contextual Marketing’s Full Power
Above The Fold continues building technology and forming relationships that provide our consumers with cutting-edge technology.
Partnerships and technology are the keys to exceptional, contextual performance. Above The Fold continues to advance our approach. A few of our more recent partnerships and technology development have provided our contextual clients with:
- Expanded performance-minded DSP relationships.
- Context-driven technology developments.
- Optimization opportunities down to the placement level.
- Deep campaign insights across any KPI you can come up with.
Read the latest on Programmatic Display
Google Review
5.0 Star
Not only highly competent but sincere in their efforts. So hard to find help that treats your business like their own but that is the experience I’ve had with Jessica and Josh. They have gone beyond the scope of contracted services in attempts to better my business. I consider myself fortunate to have found them.
Josh from Above the Fold has taken on everything we at ExpertVoice have shot at him and does so in a thorough, timely, and organized manner. Utilizing his extensive industry experience and specific reporting and implementation techniques are just two ways that have helped our marketing team excel since having brought him on. I never have to worry about anything slipping through the cracks with the help of his dedication to excellence.
Positive: Professionalism, Quality, Responsiveness, Value
Above The Fold is fantastic. Josh and Jessica do it the right way. They focus on your goals and what you are looking to achieve and then come up with programs to help you accomplish your goals with the best ROI. They treat you like a partner and care about the success of your business.
Positive: Professionalism, Responsiveness
Jessica and Josh are a marketing dream come true, wonderful to work with and excellent follow through.
Positive: Professionalism, Quality, Value
Love this company. They do an amazing job
Positive: Professionalism, Quality, Responsiveness, Value
Marketing gurus!!! Jessica is very knowledgeable and innovative!!!
Upgrade Your Targeting
With Programmatic
Hyper-Targeting
Above The Fold and our programmatic partners have ran over 390,000 campaigns in 2021. We learned quite a bit about programmatic marketing. The most important thing that we’ve learned is that programmatic marketing is the most effective way to target a very specific audience across a wide range of ad formats and marketing channels.
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